Customer reviews: how to manage and add value to testimonials
Stars that carry a lot of weight
Do you remember the last time you booked a room without reading a single customer advice ? Probably never. Today, 9 out of 10 travellers say they consult other guests' feedback before pulling out their credit card [Think with Google]. An enchanting comment can trigger an immediate booking; a scathing review can send you scurrying away. That's how powerful a few lines published on Google Business, Booking, TripAdvisor or directly on your website can be.
The real challenge for hoteliers is no longer simply to accumulate stars; it is to collect testimonials, respond to them tactfully, and then turn them into visible tokens of trust wherever travellers look for confirmation. This article explains step by step how to tame this reputation lever: current best practice, simple tools, pitfalls to avoid, concrete examples... all without a single line of code or obscure technical term.
In the process, you'll discover how Hotel Web Design integrates customer advice in its solutions - and why it's a game-changer for your business.
Why customer reviews are a treasure (or a burden) for your hotel
An instant confidence barometer
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Lightning decision 73 % of Internet users say that peer reviews give them "as much confidence as a personal recommendation" [...BrightLocal 2024].
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Impact on prices An increase of 1 star on the Google average can justify a price increase of 11 % without reducing occupancy.
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Visibility : the platforms give priority to highly-rated hotels, which improves your natural ranking.
A direct sales accelerator
Posting real testimonials on your own site reassures web users and reduces their temptation to compare elsewhere. Result: less OTA commission, more margin on each booking.
Good to know
Hotel Web Design's booking engine and channel manager includes a "testimonials widget" module that brings up your best ratings in real time on the booking page. A simple click turns reading into buying.
Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation.
Understanding the customer review process from A to Z
Comments don't just fall from the sky; they follow a simple cycle:
- Trigger (stay, interaction, service).
- Invitation (email, SMS or QR code).
- Editorial (chosen platform).
- Publication (visible to the public).
- Hotel response (or silence).
- Valuation (on-site displays, networks, press).
Each stage contains an opportunity to shine or to slip. The aim: to guide the customer so that they leave spontaneous feedback, then use this testimonial to convince future visitors.
Gathering opinions: timing, tools, tone
Choosing the right moment
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During the stay, a QR code on the bar counter invites customers to leave a quick initial feedback.
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On departure, the receptionist slips in a "Tell us everything" card containing a short link.
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Twenty-four hours later, an automated e-mail will thank the traveller and redirect them to the priority review platform (Google or Booking, depending on your strategy).
Simplify as much as possible
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A direct link opens the notification page; no long form.
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First, a score out of 5 is proposed, followed by an optional text field: the user does not pick up the phone.
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On mobile, a single "Leave a review" button designed for the thumb avoids any friction.
Automating without robotising
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The module Booking engine + Channel Manager from Hotel Web Design automatically triggers the "Thank you for your stay" e-mail.
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You write the message; the tool manages the sending, follow-up and gentle reminder if the customer has not yet replied.
Use the right tone
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Say goodbye to bureaucratic emails and opt for a human voice:
"Hi Sophie, we hope you found the view over the rooftops of Lyon inspiring. Your feedback would help other travellers have the same experience."
Responding to opinions: the "3Rs" method
- Recognise emotion (thank you for the compliment, sorry for the embarrassment).
- Repair (explain what changes to avoid the same mistake).
- Relaunch (invite them to return, offer a gesture if necessary).
Positive example
"Thank you Hugo for your kind words! The team is delighted that you enjoyed our homemade breakfast. Next time, try our new mango-ginger smoothie."
Critical example
"Hi Clara, we're sorry about the noise on Monday evening. We've just added bearing block insulation. We'd be delighted to welcome you back and show you the difference."
Responding quickly (48 hours max) shows that you're listening. Even a neutral reader can sense your professionalism.
Turn your best notes into booking magnets
Dynamic display on your site
Hotel Web Design solutions offer a visual carousel: quote + customer photo (with consent) + date of stay. The algorithm highlights frequently searched keywords (peace and quiet, breakfast, spa).
Express video testimonials
If a regular agrees to film himself for 30 seconds at check-out, post the vertical clip on Instagram and include it on your rooms page. Authenticity guaranteed.
Trust badge
As soon as your average rating exceeds 4.5/5 out of 200 customer reviews, display a "Recommended by our travellers" badge next to the Book button.
Episodic storytelling
Publish a short success story every month:
"Marc celebrated his 70th birthday with us. His comment touched us..."
These mini-stories humanise the reputation and feed your internal blog (example on the Hotel Web Design site, section News).
Inspirational cases (anonymised names)
"La Dune Bleue - 30 rooms, Atlantic coast
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Google rating increased from 3.9 to 4.6 in 14 months.
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Key action: post-stay email + QR code in the lift.
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Result: direct bookings up 18 %, Promo-OTA down 7 %.
"Urban Nest - 18-room boutique hotel, city centre
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Before: polarised customer opinions, radio silence from management.
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After support from Hotel Web Design: response calendar, behind-the-scenes videos.
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As a result, the destination made it into the top 5 of Booking's 'Coup de Coeur' lists.
Action plan in six simple steps
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List your main platforms (Google Business, Booking, TripAdvisor).
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Activate automatic email in the Hotel Web Design booking engine.
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Training every employee to the "3Rs" method.
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Create a monthly table number of reviews, average rating, positive/negative themes.
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Add the testimonials widget on your home page.
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Celebrating each step forward 50, 100, then 500 notices.
Common mistakes to avoid
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Copy and paste generic answers appears robotic.
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Delete negative reviews rather than responding to them: arouses suspicion.
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Forcing the customer to write a novel: most give up.
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Promising a gift in exchange for a 5/5 rating : prohibited by the platforms.
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Reacting emotionally on the spot reread, breathe, thank.
Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google
Focus on Hotel Web Design tools
| Module | Function | Gain for the hotelier |
|---|---|---|
| Testimonials widget | Display your best scores live | +12 % click-through rate to "Reserve |
| Automated "Thank you" email | Shipment 24 hours after check-out | Return rate: 27 % |
| Advantage table | Simple graphics (stars, themes) | A clear vision for your meetings |
| Google Business integration | Push new answers into your back office | No need to open several tabs |
Find out more on the Digital hotel solutions.
Basket abandonment express checklist
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Final price displayed on the first page
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Form ≤ 3 steps
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Express payment (Apple Pay / Google Pay)
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Compressed photos < 200 Kb
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Visible progress bar
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Fixed basket summary
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Automated e-mail + SMS follow-up
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Clear thank-you page with "Back to home" button
Ask for a quote
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Would you like a free audit? Contact us to assess your customer advice and your growth opportunities.
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Want to try out the testimonials widget? Request your personalised demo today!
Conclusion: when every word left by a traveller becomes an asset
Managing customer advice is no longer a time-consuming task reserved for the hotel giants. With a little method, authentic messages and Hotel Web Design solutions, even a 10-room establishment can turn a few lines written on a smartphone into a real engine for growth.
By inviting travellers to share their experiences, responding with kindness, and then proudly displaying these testimonials, you win:
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More direct bookings - more margin.
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A solid reputation - that reassures even before the first click.
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A proud team - compliments boost motivation.
It's up to you! The first step is to look at your latest ratings and plan your next thank you message.
Booking / reservation website
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Direct booking for your accommodation
- Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
- Adapted logo and graphic charter. Possibility of using your existing elements
- Specific referencing for holiday lets
- Integration of reservations module internal
- or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
- Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
- Secure SSL / HTTPS
- Multilingual website & booking engine
- Simple, intuitive user interface
- High-availability hosting and domain name
- Delivery usually within 30 days
