The Power of Guest Reviews in Driving Hospitality Bookings
Online reviews are a big deal for hotels, inns, RV resorts, and campgrounds. They can make or break a guest’s decision to book with you. Research shows that 90% of travelers check reviews before making a reservation, and a drop in your star rating can hit your revenue hard—think 5-9% per star lost.
At Carroll Hospitality Partners, we know how much reviews matter for building trust and filling rooms. Here’s why reviews are so important, how bad ones can hurt your bottom line, and practical ways to use feedback to boost bookings.
Why Guest Reviews Matter
Reviews are often the first thing potential guests see. They’re like word-of-mouth recommendations, giving an honest look at what it’s like to stay at your property—something fancy photos or slick ads can’t do. They also affect how high you rank on sites like Google, Booking.com, or TripAdvisor. A strong set of reviews builds trust, while few or negative ones can scare guests away.
Great reviews show off what makes your place special, like the warm vibe of a boutique inn, the gorgeous views at an RV resort, or top-notch service at a branded hotel. But if negative reviews pile up and aren’t handled well, they can shake guest confidence and cost you bookings. The trick is to stay on top of reviews and use them to highlight what you do best.
How Bad Reviews Hit Your Revenue
Bad reviews don’t just sting—they can take a real bite out of your income. Studies show that dropping one star (say, from 4.5 to 3.5) can cut your revenue by 5-9% because fewer people book, occupancy drops, or you have to lower prices to compete.
The Numbers: A Harvard Business School study on Yelp data (which applies to hospitality platforms too) found that a 1-star increase can boost revenue by 5-9%. So, a 1-star drop has the opposite effect—same loss.
Who Feels It Most? Mid-range properties (3-4 stars) lose about 5% per star, as budget travelers rely heavily on reviews. Luxury or independent hotels can take a bigger hit—up to 9%—since high-end guests care a lot about quality.
Why It Hurts: A lower rating makes your property less visible on booking sites, and over time, it can damage trust, pushing guests to competitors. A TripAdvisor study suggests a 1-star drop can cost 4-5% in revenue, with part coming from lower visibility and part from guests losing confidence.
For example, imagine a 100-room hotel bringing in $500,000 a month with a 5-star rating. Losing one star could mean $25,000-$45,000 less each month. A drop to 3 stars could cost $50,000-$90,000. For smaller spots like RV resorts or boutique inns, that kind of loss can be a game-changer.
Encouraging Guests to Leave Reviews
To keep your rating strong, you need plenty of reviews to balance out the occasional negative ones. Here’s how to get more guests to share their thoughts without being pushy:
Keep It Simple: Make leaving a review easy. Add links to platforms like Google, TripAdvisor, or Yelp in follow-up emails or on your website. A “Share your stay!” button on your thank-you page works wonders.
Ask at the Right Time: Reach out soon after a guest leaves, when their stay is still fresh in their mind. A friendly email within 48 hours thanking them and asking for feedback gets better results.
Offer Small Perks: You can’t buy reviews, but a little nudge—like a discount on their next stay or a chance to win a gift card—can help. Just make sure it follows platform rules to keep things legit.
Use On-Site Prompts: For hotels or RV resorts, try adding QR codes to check-out forms, key cards, or in-room signs that link to review sites. A note like “Loved your stay? Tell us about it!” can spark action.
Responding to Feedback: The Good and the Bad
How you handle reviews—good or bad—shapes how guests see you and can soften the blow of negative feedback. A thoughtful reply shows you care about your guests’ experiences.
Celebrate the Good: Thank guests for positive reviews and mention something specific they loved. For example, if someone raves about your RV resort’s starry skies, reply, “So glad you loved the stargazing! Can’t wait to have you back for more.” It reinforces your brand and invites them to return.
Handle Negatives with Care: Bad reviews happen, but they’re a chance to shine. Respond quickly, apologize genuinely, and share how you’re fixing the issue. For example, “We’re sorry check-in wasn’t smooth. We’ve trained our team to make it better next time.” This can turn 30% of unhappy guests into fans.
Make It Personal: Don’t use cookie-cutter responses. Mention details from the review to show you’re paying attention. It builds trust and proves you value feedback.
Using Reviews to Boost Your Marketing
Reviews aren’t just for booking sites—they’re marketing gold that can help offset losses from bad feedback. Here’s how to use them to bring in more guests:
Feature Them on Your Website: Show off 5-star reviews on your homepage or booking page. For example, a boutique hotel could highlight a quote like, “The staff felt like family!” to showcase great service. Make sure reviews are recent and real.
Share on Social Media: Post positive reviews with eye-catching photos of your property. For an RV resort, share a guest’s comment about the peaceful lake view with a sunset shot. Mention the platform (e.g., “Thanks for the 5-star TripAdvisor review!”) to drive traffic to your review pages.
Add to Emails: Include guest testimonials in newsletters or promo emails. A glamping site could feature a review about its cozy tents in an email about a winter getaway deal to spark bookings.
Boost Your SEO: Reviews help you show up higher in search results by adding fresh content. Encourage guests to mention specific features, like “pet-friendly RV sites” or “cozy hotel fireplace,” to attract searches and make up for lower ratings.
Building Trust Through Transparency
In hospitality, being real matters. Don’t hide negative reviews—it can backfire and make guests trust you less. Instead, use them to show you’re committed to getting better. A mix of reviews, with most being positive, proves you’re confident in what you offer.
For portfolios with multiple properties, managing reviews consistently across locations is key to keeping revenue strong. At Carroll Hospitality Partners, we help create review strategies that fit each property’s vibe while keeping standards high.
Final Thoughts
Guest reviews are more than feedback—they’re a way to build trust, attract guests, and stand out in a crowded market. A single star drop can cost you 5-9% in revenue, and a 2-star drop could mean 10-18%. By encouraging reviews, responding well, and using them in your marketing, you can turn happy guests into your biggest cheerleaders and recover lost revenue.
At Carroll Hospitality, we work with hotels, RV resorts, and portfolios to make reviews work for you, helping your property shine online and bring in more bookings year-round.
Ready to make your reviews shine? Contact us for support in boosting your guest feedback strategy and keep your revenue growing.