Curate your best guest reviews to build social validation and encourage new bookings.
No matter how brilliant your marketing, how stunning your photography or witty your marketing copy, it’s the authentic, unvarnished opinions of past guests that hold a large sway over future bookings.
If you’re going above and beyond for your guests, you’re likely pulling in wonderful reviews that perfectly and poignantly sum up your hotel experience.
That’s good news!
The bad news: In just a few days, those 5-star reviews on TripAdvisor will get buried and forgotten once new reviews come in.
Instead of allowing those ultra-positive reviews to be pushed further and further down within the review sites, publish the best of them directly on your website.Instead of using TripAdvisor’s automated widget on your website (which shows ALL reviews – both negative and positive), scour through your reviews and personally select 4-6 of the best to showcase on your website.
The best reviews are the ones that are brief, yet thorough enough in describing why they enjoyed their stay so much. Skip the reviews that are generic, such as, “It was the best! I loved everything!” And try to identify reviews from the key segments that drive your business: romantic getaways, families or business travellers.
Posting several glowing reviews directly onto your homepage will not only build immediate trust with your online visitors (social proof), but it will also discourage those visitors from leaving your site entirely to check on TripAdvisor themselves.
For more social validation, showcase accolades or awards that your hotel or staff have won.
Highlight, don’t hide, the positive opinions that others have of you.