Every journey nowadays begins with a single Google Search. The first thing travelers do is check the prices of flights and hotels on their phones. And for hotels, this Google Search goes beyond prices. Living in a hotel is an experience and customers today are trying to have as much control over it as possible.
So on hotels’ google search result page, one critical display feature stands out more than others.
Drumroll please…. It’s Google Hotel Reviews!
87% of customers will only engage with businesses that have a 3-4 star rating. 73% of those customers won’t even trust reviews if they are more than a month old.
In a high-trust industry like hospitality, social proof can make or break a business.
Setting Up and Optimizing Your Hotel’s Google Profile
Creating a Complete Google Business Profile (GBP) Listing
Creating a comprehensive Google Business Profile (GBP) is essential for enhancing your business's online presence and attracting local customers. Follow these steps to set up your GBP from scratch:
Select the most appropriate category for your business to help customers find you.
3. Select your business type and category
A hotel is a service business.
5. Specify Business Categories
6. Provide Address and Google Maps Location
7. Enter Contact Details
8. Enter Business Hours
9. Complete Verification
Enter your number to receive the verification code on your phone
Enter the code to verify your business
10. Optimize Your Business Profile
Regularly update your profile to reflect any changes in operations or services.
Add any information that might be relevant to your prospective customers.
Adding Relevant Hotel Information
A well-optimized Google Business Profile (GBP) ensures that potential guests have all the information they need to choose your hotel. To add details about your business, go on the Google Business Profile Site and sign in.
You will then see a window like this-
Click on the widgets on the screen to add your information.
Here’s how to add relevant details to make your profile more engaging and informative:
1. Hours of Operation and Additional Services
In the "Hours" section of your GBP, provide standard business hours and add specific service hours like breakfast, happy hours, or other hotel offerings.
Options include adding times for breakfast, dinner, pickup services, or prayer services.
For example, specify “Breakfast: 7 AM – 10 AM” or “Happy Hours: 5 PM – 8 PM.”
This helps guests plan their stay and utilize your services effectively.
2. Amenities
Use the "Amenities" section to highlight what your hotel offers. Include features like:
Restaurant availability.
Complimentary Wi-Fi.
Parking or pool access.
Example: Mark "Yes" for amenities like a restaurant to ensure customers know about dining options at your hotel. This can be a decisive factor for travelers.
3. Audience-Centric Features
Under the "Crowd" section, showcase your hotel’s inclusivity by selecting options such as “LGBTQ+ friendly.”
This communicates your hotel’s welcoming nature and makes guests feel comfortable choosing your property.
Importance of High-Quality Photos and Videos
In the Photos and Videos section, upload high-quality images and videos that showcase your hotel’s features, including:
A cover photo that highlights the best aspect of your property (e.g., a scenic view or luxurious suite).
A logo to establish brand identity.
These visuals significantly enhance your profile’s appeal, as photos increase customer engagement by 42% compared to profiles without images.
Having images is crucial for search results rankings as they increase the click through rate for the websites, which, in turn, improve user-metrics and push the hotel rankings up.
For example: The top 5 hotels ranked for ‘hotels near me’ in Los Angeles all have 201 photos (which is the maximum limit).
Why Google Hotel Reviews Are Crucial for Your Business
It takes a long time for a customer to finally make a booking decision. However, it takes only a split second to reject an option. The longer you wait, the more customers you lose to competitors that have fresher and better reviews.
Moreover, if you’re a multi-location brand, hotel reviews aren’t just about maintaining a good image for one property, it’s about ensuring a consistent image across various locations. Customers expect the same standard of service from brands. Every location matters! A bad review for a Chicago property can deter a person looking for stay in Manhattan.
Here’s why Google Hotel Reviews are especially vital for multi-location hotels:
Unified Brand Image: Travelers look for trustworthy properties. And nothing reinforces trust like a hotel brand with good ratings across multiple locations.
Local Trust: Multi-location brands must focus on winning good reviews from every single location because, in the end, the customer will always check reviews for the specific property where they will be staying. You can win them at brand-level positive messaging but finally lose them at the last local-level negative stage.
Improved Search Rankings: It’s a domino effect- good reviews win you better search rankings, more visibility on Google Maps, and eventually drives more bookings.
So, if you’re a hotel trying to stand out and seal the deal, it’s time to master the art of managing Google Reviews. Here’s how reviews affect your customer’s decision-making, backed by consumer psychology:
The Psychology Behind Reviews
Social Proof The human need for conformity isn’t a secret, and it’s the most evident during purchasing decisions. Customers always tend to follow the crowd. Seeing positive ratings for your hotel reassures potential guests that what you’re promising is true. And if the reviews are excellent, they add in the FOMO (Fear of Missing Out) factor and increase chances of bookings.
The Negativity Bias Human brains are naturally hardwired to focus on negative experiences more than positive ones. One bad review can wash away the goodwill of several positive ones. Fear of bad experience influences customers more than the promise of a good one.
Recency Effect Most review sites are designed to favour newer reviews over older one. This is because customers don’t really care what your hotel was like 5 years ago. They are interested in the now. 1 bad review from last week is bound to make a stronger impression than 10 good reviews from last year.
Trust and Transparency Responding to reviews is a great way of showing guests that you care about their experiences. You can potentially repair the damage done by a bad review by giving it a well-thought-out reply.
Managing Google Reviews isn’t just about improving your online profile—it’s about leveraging consumer psychology to win bookings, build trust, and grow your reputation!
Strategies for Generating More Positive Google Hotel Reviews
How do you get people to say nice things about your hotel?
Giving an exceptional service? That goes without saying. But in today’s distraction-focused world where every desired human action requires a series of psychological triggers, just a sparkling room, courteous staff, and exceptional food won’t do the trick.
A study shows that satisfied customers are much less likely to leave reviews than unsatisfied customers and only 10% of happy customers are likely to leave a review unprompted.
To get positive reviews from most of your happy customers, you must either:
Focus on delighters: Go way beyond expectations. Give your customers much more than they expected like personalized welcome notes, complimentary wine, surprise upgrades, etc. Your commitment to their positive experience should be loud and clear. Enough for a working professional with a 12-hour work day and further 4-hour social commitments to think to themselves- “Oh these guys are doing too much. They deserve a good Google Reivew.”
Take actionable steps to nudge customers to leave feedback: Ask and you shall receive! Requesting customers to leave a review is now a common practise in the hospitality industry. A friendly nudge at the right time can significantly boost the likelihood of guests sharing their feedback while their experience is still fresh.
Here are a few ways you can use to turn happy customers into positive reviews:
Having the Staff Give Out Review Tablets
Imagine that you’re leaving a hotel after a lovely stay. At the checkout, the manager smiles and hands you a tablet with a “Would you mind leaving us feedback?”
This small gesture almost guarantees that you will receive a positive review. It makes reviewing virtually effortless for your guest. No links, no devices, no extra thought- all they need to do is click a few times on a screen already opened for them.
The Nudge Technique Remind guests that they can share their thoughts again and again. Subtle nudges work wonders! Leave QR codes and links in places that will assuredly make the customer happy. Try to capture them in the middle of their delight with a message that urges them to leave a review.
For example,
On the tray under the plate of a lipsmacking meal with the message “Loved the meal? Leave us a review!”
On the coffee sleeve with “Have thoughts on the coffee? Let us know!”
On a flower vase “Love your flowers? Give us ours!”
Be as creative as you want to be with the QRs! This is your chance to delight them while, at the same time, letting them know that you value their opinion.
Customize Review Requests with Synup You can automate review requests with personalized emails, texts, or custom review pages after check-out with review management tools like Synup. Studies show personalized requests can increase response rates by 70%. With Synup, you’re not just asking—you’re asking at the right time.
Incentivizing Reviews Even small incentives can work wonders for customers. Anything from a 5% off coupon for a review to a “review-for-a-candy” booth near the reception can ensure reviews. Also, as a cherry on top, Incentivising reviews using coupons also incentives return bookings.
Most Popular Hotel Reiview Sites and Forums
Google reviews are often your customer’s first touchpoint with the hotel, but it does not end there. Users look for reviews across multiple platforms to eliminate platform bias. According to our research, the most important hotel review directories are:
TripAdvisor (5.87%): A trusted platform for detailed reviews, photos, and travel tips, TripAdvisor is often the first stop for travelers planning their stays.
Yelp (1.7%): While known for restaurant reviews, Yelp also features user feedback on hotels, emphasizing service and amenities.
Expedia (9.3%): A popular travel booking platform that combines hotel bookings with user reviews for a seamless decision-making process.
Hotels.com (9.7%): Provides hotel reviews alongside rewards programs, appealing to frequent travelers.
Booking.com (5%): Known for its vast global inventory, Booking.com offers extensive guest reviews and ratings.
Kayak (4%): A meta-search engine that aggregates hotel reviews alongside pricing comparisons for budget-conscious travelers.
Trivago (3.7%): Focused on price comparisons, Trivago also integrates reviews from multiple sources to give a balanced perspective.
Creating a unified online impression for your hotel is crucial. A 4-star rating on Trivago followed by a 2-star rating on Yelp can raise red flags for the potential guest. Inconsistent ratings scream review manipulation. .
By aligning your reviews, visuals, and information everywhere, you build trust, enhance credibility, and leave no room for doubt about your service standards.
How to Respond to Hotel Reviews
Bad feedback from customers does more damage than you can imagine. Studies show that it takes about 40 positive reviews to undo the effect of just one bad review.
However, by taking control of the situation, you can minimise the damage.
Here’s how you can stay on top of your negative reviews:
1. Set Up Alerts for Negative Reviews
The key to managing negative feedback is speed. Use review management platforms like Synup to set up alerts so you're notified immediately when a new review is posted. Timely responses show guests (and potential customers) that you're proactive and genuinely care about resolving issues.
2. Acknowledge and Apologize Start by validating the customer’s feelings and apologizing sincerely.
Example:
“Dear Mike, we sincerely apologize for your unpleasant experience with our front desk and room amenities. We value your feedback and will address these issues immediately.”
What NOT to do:“You should have spoken to us before writing this review.” (This comes across as defensive and dismissive.)
3. Stay Professional and Empathetic Even when the feedback feels harsh, as in Pierre’s review about the towels and cleanliness, maintain a calm and professional tone. Example: “Dear Pierre, thank you for your honest feedback. We deeply regret that your stay didn’t meet expectations and will take immediate steps to improve.”
4. Offer Solutions or Next Steps Redirect unhappy customers to a private channel to discuss their concerns further. Example: “Annie, we’d like to discuss this further. Please contact us directly at [phone/email] so we can make things right.” This approach not only resolves the issue but also reassures future readers that you care.
In this example, the owner does all of the above. They promptly apologise, acknowledge their mistake, and share the next steps to provide additional help.
Leveraging Hotel Reviews to Improve Guest Experiences
Google Reviews aren’t just a reflection of your business—they’re a goldmine for improving guest experiences. Here’s how to make the most of them:
1. Build on What Worked Best
Identify patterns in your positive reviews. Are guests raving about your breakfast, location, or friendly staff? Double down on these strengths to create even more memorable stays. For example, if your pool is a frequent highlight, consider adding poolside events or complimentary drinks to enhance the experience further.
2. Improve Using the Feedback
Treat reviews as a direct line to your customers' thoughts. Don’t just read feedback—analyze it. What’s the sentiment? Are guests angry, sad, frustrated, or feeling shortchanged? By identifying emotions, you can better prioritize solutions. For example, if multiple reviews mention delays at check-in, streamline the process and inform guests of the change.
3. See Reviews as a Feedback Channel
Rather than gating or evading negative reviews, embrace them. Reviews highlight what matters most to your guests—be it cleanliness, staff behavior, or room quality. Address concerns transparently, and use this data to guide improvements. For instance, if reviews show guests love your location but complain about noise, soundproofing rooms can address their concerns while enhancing overall satisfaction.
By analyzing reviews thoughtfully and acting on guest feedback, you can turn them into a strategic tool for elevating your service. Whether it’s capitalizing on strengths or addressing pain points, reviews are your blueprint for creating exceptional guest experiences.
Tools To Manage Reviews for your Hospitality Business
1. Synup
Synup offers a comprehensive platform for managing business listings, reviews, and social media, helping businesses maintain consistent information across various platforms.
Pros:
Centralized Management: Monitor and respond to reviews across multiple platforms from a single dashboard.
Real-Time Notifications: Receive instant alerts for new reviews, enabling prompt responses.
Analytics: Gain insights into customer sentiment and review performance to inform business decisions.
2. Birdeye
Birdeye is an AI-powered platform that assists businesses in managing reviews, social media, and customer interactions to enhance online presence.
Pros:
Comprehensive Features: Offers tools for review generation, social media management, customer surveys, and payment processing.
AI-Powered Automation: Automates responses and generates insights, reducing workload and improving interaction quality. Research
High User Satisfaction: Holds a 4.8-star rating, indicating strong user approval. G2
3. SOCi
SOCi is a marketing platform tailored for multi-location businesses, offering tools for social media, reviews, and ad management to maintain brand consistency across locations.
Pros:
AI Integration: Utilizeasks, enhancing efficiency and effectiveness.
Comprehensive Suite: Provides a range of tools including social media management, review responses, and advertising solutions.
4. GMBapi.com
GMBapi.com is a local SEO software focused on optimizing Google Business Profiles, offering tools for reputation management, content posting, and performance tracking.
Pros:
Affordable Pricing: Positions itself as a cost-effective solution for local SEO and reputation management.
Feature-Rich: Includes functionalities like AI-supported review responses, posting tools, and analytics.
Free Trial: Offers a free trial, so test the platform before committing.
A good review isn’t just a feather in your cap, it’s a suited-up brand ambassador that wins you bookings. Here are the key benefits that it brings you:
Boosted Visibility: Positive reviews improve your search rankings, making it easier for potential guests to find you on Google.
Increased Credibility: Reviews act as social proof, showcasing trust and reliability to prospective customers.
Higher Conversion Rates: A glowing review can tip the scales, turning hesitant browsers into confirmed bookings.
Valuable Feedback: Reviews highlight what you’re doing right and what needs improvement, helping you refine guest experiences.
Enhanced Guest Loyalty: Responding to reviews, especially positive ones, fosters a connection that encourages repeat stays.
So installing a robust review-management platform isn’t just a nice-to-have, it’s a necessity.
Synup Does It All!
Synup is like that all-purpose superhero that helps you connect all your locations on Google, helps you manage reviews centrally, and also helps you rank higher for relevant keywords locally by improving your online reputation.
Google Hotel Reviews: Guide for Hospitality Businesses: FAQs
1. How to create a Google review profile? To create a Google review profile, set up a Google Business Profile (GBP) by going to the GBP website. Follow the on-screen instructions to set up your business site, address, and other details. After that, add your phone number to verify your business. Once verified, customers can leave reviews for your business. A GBP ensures you can manage reviews, respond to feedback, and improve your online presence effectively.
2. How do I create a good Google business profile? To create a standout GBP, ensure all information is accurate and detailed. Add your business name, location, hours, contact details, and amenities. Upload high-quality photos of your property, including a cover photo and logo. Regularly post updates, respond to reviews, and highlight services and special offers. A well-optimized profile not only improves your visibility but also helps you attract and engage potential customers.
Look into using a review management platform to stay on top of poor reviews.
3. Is the Google business profile free? Yes, creating and maintaining a Google Business Profile is entirely free. Businesses can list their information, upload photos, manage reviews, and interact with customers at no cost. However, additional features like Google Ads for enhanced visibility come at a fee.
4. How do you qualify for a Google business profile? To qualify for a GBP, your business must serve customers face-to-face or within a specific service area. This includes physical storefronts, hotels, restaurants, or service-based businesses like plumbers or delivery services. Online-only businesses do not qualify. Google requires accurate location and contact details for verification.
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