Reputation in the hospitality industry isn’t just about prestige, it’s a direct driver of revenue. For modern travellers, booking decisions often hinge on the opinions of previous guests. A single review can tip the balance between a reservation and a missed opportunity.
For hoteliers, this makes online reputation management (ORM) more than just a marketing buzzword. It needs to be a core operational and commercial strategy that influences booking rates, ADR, and long-term brand perception.
At The Percentage Company, we help hotels manage and enhance their digital reputation through a blend of online PR, review management, advanced CRM tools, and conversion-boosting email marketing strategies. In this article, I’ll provide 7 actionable tips for handling guest feedback, managing online reviews, and cultivating a powerful, high-converting digital presence.
1. Online Reputation Matters More Than Ever
According to recent data:
- Over 93% of travellers read online reviews before booking a hotel.
Source: TrustYou and Phocuswright
- 53% of people won’t book a hotel that has no reviews.
Source: BrightLocal – Local Consumer Review Survey
- A 1-star increase on review platforms like TripAdvisor or Google can lead to a 5–9% increase in revenue.
Source: Harvard Business School
Reputation now plays a central role not only in attracting guests but also in determining your pricing power and loyalty potential. Whether you’re running a boutique resort or a multi-property chain, reputation directly affects performance across all digital sales channels, from Google Hotels to OTA listings and your official website.
2. Be Proactive, Not Reactive
Before we talk about online reviews, let’s start with your in-house reality. Your digital reputation is a mirror of your guest experience. That means reputation management doesn’t begin when someone posts a review, it starts the moment a guest walks through your door (and even before that, during the booking process).
How to set the stage:
- Train staff to identify service recovery moments & empower front-line teams to act on minor complaints before they escalate online.
- Automate post-stay feedback requests & use CRM tools to send follow-up emails that encourage private feedback and redirect happy guests to public review sites.
- Monitor patterns in internal feedback & track operational issues that might be causing negative reviews (e.g., slow check-in, housekeeping lapses, poor Wi-Fi).
At The Percentage Company, our CRM tools help hoteliers centralize guest feedback, automate outreach, and build profiles over time, turning insights into action.
3. A 4-Part Formula for Responding to Reviews
Whether a guest leaves a glowing 5-star rating or a scathing complaint, how you respond shapes the perception of future readers just as much as the review itself.
Here’s a framework to follow:
Acknowledge: Start by addressing the guest by name and referencing their specific experience to show your reply isn’t a copy-paste.
“Thank you for your kind words about our rooftop pool and staff at the front desk…”
Appreciate or Apologize: Depending on the tone of the review, either thank them or apologize sincerely.
“We’re thrilled you had a great stay!” or “We’re sorry to hear that your room wasn’t ready on time, that’s not the standard we aim for.”
Address the Issue: Briefly explain what went wrong (if applicable), what’s been done, or what’s being improved.
“We’ve added additional housekeeping staff during peak hours to avoid delays in the future.”
Invite Them Back: Always finish by welcoming the guest again. This signals confidence and a growth mindset.
“We hope you’ll give us another chance to deliver a five-star experience next time.”
Pro Tip: Be consistent, calm, and human. Avoid defensive language and standard templates, savvy travelers can spot insincerity from a mile away.
4. How to Handle Negative Reviews with Confidence
No one likes criticism, but negative reviews can be powerful learning tools — and an opportunity to show grace under pressure.
Don’t:
- Blame the guest or accuse them of lying.
- Post long-winded justifications.
- Ignore it and hope it goes away.
Do:
- Respond quickly within 24–48 hours.
- Keep responses professional, even if the guest is angry or unreasonable.
- Flag fake or abusive reviews through the appropriate channels (Google, TripAdvisor, OTAs).
Damage control tip: If a negative review is based on a temporary or exceptional issue (e.g., renovations, power outage), state the context clearly but professionally to inform future readers.
“We experienced an unexpected power issue during your stay, the team worked around the clock to restore full service, and we’re happy to share that all systems are now fully operational.”
5. Encourage Positive Reviews Without Sounding Desperate
Many hotels struggle to get happy guests to leave reviews, even though they’re delighted with their stay. Often, they just forget or don’t know where to do it.
Tactics to encourage reviews:
- Ask at checkout: Train your front desk staff to mention it casually at departure.
- Send a thank-you email: Use your CRM to follow up within 24–48 hours, including links to TripAdvisor, Google, or Booking.com.
- In-room prompts: Simple cards with QR codes can go a long way, especially for younger, mobile-savvy guests.
- Offer an incentive (carefully): Loyalty points or entry into a monthly draw can work, as long as it doesn’t condition a positive review, which many platforms prohibit.
The Percentage Company’s CRM and email automation systems help hotels build post-stay campaigns that convert happy guests into advocates.
6. Go Beyond Reviews: Build a Reputation Ecosystem
Your reputation isn’t only about review sites. It’s a digital ecosystem that includes:
- Google Business Profile
- Social media mentions and tags
- OTA guest messaging and feedback
- Blog posts, press mentions, influencer content
- Loyalty member testimonials
The more channels you manage actively, the more control you have over the conversation. That’s where we come in. At The Percentage Company, our Online PR and Reputation Management services may include:
- Google Business optimization
- Review response templates and automation
- Monthly reputation audits
- Social media listening and community management
- Crisis communication support
- Influencer campaign strategy and outreach
7. Turn Reputation Into Revenue
Here’s the good news: guests want to be loyal to brands they trust. By combining strong review management with smart email campaigns, targeted promotions, and personalized member offers, you can transform a solid reputation into repeat business and higher direct bookings.
How our solutions can provide additional help:
- Advanced Member Program tools: Give your top guests perks, early access, and direct booking incentives.
- Targeted Email Marketing: Re-engage past guests based on stay history, seasonality, and feedback type.
- Segmentation & Automation: Reach honeymooners, business travelers, or families with tailored messages that feel personal — not generic.
With the right tools and strategy, your hotel can outperform larger chains by being more agile, personal, and responsive in the digital space.
In Summary: Reputation Is the New Marketing
Managing reviews and feedback is no longer optional, it’s central to your brand and bottom line. Whether you’re a luxury resort or a city-center boutique, a consistent, thoughtful approach to guest feedback will help you stand out, earn trust, and increase conversions.
Be proactive in gathering and responding to feedback
Treat negative reviews as growth opportunities
Leverage CRM and email tools to turn reviews into repeat business
Build a multi-channel digital presence, not just a presence on review sites
Need Help with Reputation Management?
At The Percentage Company, we help hotels like yours turn guest feedback into strategic advantage. Our team of experts combines:
- Online PR & review management
- Email marketing & CRM integration
- Custom member programs and direct booking campaigns
- Data-driven insights to improve both guest satisfaction and revenue
Written By: Edward Kennedy
Co-Founder & Director at The Percentage Company. I started working on websites in 1997 and have been a full-time techie since 2001. I’m committed to leveraging the latest technologies and digital marketing techniques to drive efficiency & improve online sales for our hotel clients. I have a 20+ year track record of success in growing independent hospitality & real estate brands.
