Guest Reviews

Let’s talk about guest reviews.

On average, 90% of guest reviews for holiday accommodation are 1 and 5 star (combined). Meaning guests will be more likely to leave a review if they have had a very good or equally bad experience. Average and mediocre experiences are far less likely to get a mention.

The standard of your accommodation is obviously incredibly important, but what else can be done to encourage more 5 star reviews and a higher overall score?  Here’s a few ideas…

Mid stay communication and feedback

Feedback from guests is invaluable. Don’t be scared of it; be proactive and embrace it!  For longer stay guests, message them a day or 2 after they have arrived to check they are happy with the accommodation.  Even if guests are dissatisfied by their stay, it can make a huge difference if the host has reached out to them for feedback - it shows they care.

Post stay communication

Another excellent opportunity to encourage feedback. Message guests after they have left e.g. the following day, thanking them for taking care of your property and requesting any private feedback. The benefit of this is 2-fold; you are letting guests know they will receive a positive review (obviously only do this if true!), increasing the likelihood of one from them, while also encouraging any negative feedback directly before. 

Guest experience

There is an abundance of things you can do to improve the overall guest experience at your property e.g. adding personal touches, a well-equipped kitchen, comfortable mattresses, bedding etc. but a few specifics to highlight when it comes to reviews: 

Guest information pack - a thoughtful guide, with clear house instructions and local recommendations can greatly improve the guest experience 

Guestbooks - can still be a nice touch to encourage positive feedback and help reviews feel personal

Special occasions - birthdays, anniversaries, whatever it may be. It is worth adding a little something extra e.g. bottle of wine, local treats, card, balloons etc. It doesn’t take much of your time but can mean a great deal and will be remembered by guests. 

First customer reviews

If you are a new listing, those initial reviews are so important. Sounds obvious but I see so many properties where this isn’t the case (often those managed by a larger company). Your review score will impact where you are listed on a booking platform i.e. higher on search results for higher reviews and vice versa, and how you convert browsers into bookers. If you are just starting out, it is even more important you go above and beyond for those initial customers and their positive reviews.

Negative reviews

In the scenarios where something does go wrong and you receive a terrible review, take your time to reply. It can be hard for these not to feel personal and therefore be quick to respond, but you want to come back with a considered and professional response. Remember your reply will be read by other guests considering whether they should book your property. You can still redeem a bad review by explaining what went wrong and how things were rectified. 

Reply personally to reviews

Whether good or bad, make this part of your regular practice. It can improve your bookings a) by improving how booking platforms position you within search results and b) by increasing your listing conversion rate, and it’s free! It only takes a little of your time.