Google vs Booking reviews
should you really encourage your customers to leave a comment?
Every morning, when a traveller locks the door to their room and returns the key, they leave the hotel with a story to tell. This story is sometimes a photo on Instagram, often a note on Booking, and more and more it's a "story to tell". Google reviews visible at first glance in the search engine. These opinions carry a lot of weight: they can fill your booking schedule or, on the contrary, sow doubt among prospects who are still hesitating.
You may be wondering: Where should I encourage my guests to express themselves? Booking, because it brings in so many bookings? Or Google, because everyone uses it for everything? We're going to break down the issue, share good practice in the field and then conclude with a simple action plan.
Spoiler: there's no single answer... but you'll see that a slight turn towards Google reviews can be a game-changer. And since the Hotel Web Design We'll be working with establishments of all sizes, including practical advice drawn from their experience and the tutorials available on their blogs.
Let's compare the two giants: Google and Booking
| Criteria | Booking | |
|---|---|---|
| Visibility | Displayed everywhere: web search, Maps, mobile results. | Visible mainly on Booking.com. Some syndications but limited. |
| How to leave a review | 2 steps: note + text (app or web). The Google account is already connected. | Longer questionnaire: overall score + sub-scores + text. |
| Impact on referencing | Average rating and number of reviews influence position in Google Maps. | Internal impact on the platform: rankings and Traveller Review Awards. |
| Hotelier control | File Google Business editable, public responses visible to all. | Public response possible, but Booking remains the judge of moderation. |
| Duration of comment | Permanent: a notice from 2017 still stands out. | Booking no longer displays certain reviews after 24 months. |
| Effect on direct bookings | Strong: a "Website" or "Call" button is displayed below the note. | Low: the button always leads to the Booking portal. |
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.
Why online reviews shape your sales
The reflex of the modern traveller
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80 % of customers read at least ten comments before booking a room¹.
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Google now displays notes in its map Maps and in the local pack on the first page of results.
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Booking remains one of the leading sources of traffic for independent hotels, but its influence diminishes when a traveller clicks on "Official site" or searches for the address in Google.
To put it plainly: your comments shape first impressions, even with people who never leave comments.
The snowball effect
A good rating attracts more customers, who in turn leave good reviews. Conversely, a negative review that is ignored spreads the word. So it's crucial to encourage, respond and learn.
Why give priority to Google reviews
They influence all channels
Whatever the starting point - word of mouth, Facebook advert, press article - most prospects end up typing the name of the hotel into Google. The famous Knowledge Panel gives them an instant :
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the average score ;
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total number of comments ;
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extracts of key sentences.
A score higher than 4,4 and more than 200 comments triggers a very powerful confidence bias, which is often enough to convince people to book live.
They weigh in the local algorithm
Google confirms: the "authoritativeness" of an establishment is based on the volume and quality of reviews². The more your Google reviews are recent and frequent, the higher you go in the Maps. Being ahead of a competitor 300 metres away can earn you dozens of extra nights a month.
They boost Free Booking Links
Since 2021, Google has been offering free booking links. A good score and positive reviews increase the click-through rate to your search engine. The integratedHotel Web Design (https://hotel-webdesign.com/moteur-reservation-channel-manager-hotel-chambre-hote) transforms these clicks into commission-free sales.
They don't belong to anyone... except you.
If you leave Booking tomorrow or change your pricing policy, your Google reviews remain your assets. You retain control, visibility and the ability to respond. Booking can change its rules, hide reviews or ask for new formats - that's its right.
Booking's key strengths
Let's be fair:
- Booking automatically encourages each traveller to leave a comment. As a result, the participation rate is higher.
- The scores for each sub-category (cleanliness, comfort, location) provide suggestions for improvement.
- The 'Excellent' badge (8.0+) still reassures a large proportion of the global public.
Conclusion: Booking remains an excellent internal barometer and source of insights. But for hoteliers, the tangible benefits (direct bookings, local SEO, long-term visibility) are mainly achieved through Google reviews.
Best practice for encouraging comments without appearing insistent
Choose the right moment
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Fluid check-out A smile, the question "Did everything go well? and, if the answer is yes, the QR code leading to the advice page.
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E-mail D+1 short, personalised, direct link to Google. Avoid attachments.
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Tablet kiosk in the lobby: display the latest comments and invite people to add their own.
Make it easy
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Create a short link g.page/your-hotel/review.
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Display a QR code on the key, the bar display and the welcome booklet.
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Offer free Wi-Fi and a discreet "Thank you for sharing your experience" pop-up.
Stay authentic
Never offer a hidden discount in exchange for a review: this is forbidden by Google³. Prefer the formula: "Your review helps other travellers choose their next stay".
Answer quickly and from the heart
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24 h for a thank you.
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48 h for a negative opinion, with an apology, a short explanation and a proposed solution.
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Always use your first name.
(A full answer guide can be found on the Hotel Web Design blog ︎ "How to respond to negative reviews without stress)
Integrating notices into your official site: simple instructions
- Dynamic widget provided by Hotel Web Design: it displays your last five Google reviews in the form of a carousel.
- Testimonial section photo of the room + quote + first name.
- Filter by language Let visitors read the notices in their own language first.
These modules are included in the pack Website & Booking shown here ︎ https://hotel-webdesign.com/site-internet-hotel.
Four examples of hoteliers who have dared to go Google
| Establishment | Context | Key action | Results in 6 months |
|---|---|---|---|
| Villa Océane, Biarritz | 70 % Booking review, rating 8.2 | Google QR code on the key | 210 → 580 reviews, rating 4.6, +18 % direct |
| Hostel Tempo, Lyon | Young audience, strong Instagram presence | Leave your opinion" weekly story > Google link | +160 reviews, ranking Maps up 12 places |
| Château du Verger, Loire | Weddings & seminars | Personalised D+2 e-mail | +110 reviews, +2.5 pts on maps, 3 major seminars signed |
| Hôtel Central, Nancy | Dependence OTA 65 % | Reviews widget + Free Booking Link | 38 % OTA (-27 pts), RevPAR +10 % |
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
The right mix: a three-stage hybrid strategy
- Let Booking do its job Automatic reminders generate a constant flow of traffic.
- Directing active demand to Google badges, QR codes, emails.
- Measure every month Number of reviews, average rating, Maps position, share of direct bookings.
Tip: In the Hotel Web Design back office, a table shows your Booking and Google stats. At a glance, you can see where to take action.
Simple tools for monitoring and analysing
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Google Business Profile Click on the "Notices" tab and then on the "Statistics" section.
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Google Analytics 4 Look at the growth in traffic from Maps and local pack.
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Hotel Web Design dashboard monthly report combining notices, conversion rates and revenues.
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Google Sheets : ideal for manually recording the number of reviews and the rating every first Monday of the month.
Ten quick tips to boost your Google reviews this week
- Update your Google listing (photos, opening times, description).
- Check that the notification link works on mobile.
- Display the QR code at reception and in the lift.
- Thank each author (even a 5★).
- Train your teams to ask for advice orally.
- Include the link in your e-mail signature.
- Share the best reviews on your social networks.
- Plant a tree (or offer a coffee) for every 50 reviews you receive: storytelling effect.
- Create a digital business card tap-to-review.
- Schedule an automatic D+1 reminder using the Hotel Web Design engine.
Two mistakes to avoid
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Copy and paste the same response message: perceived as robotic.
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Buying back fake reviews Google detects anomalies and may suspend your listing.
Ask for a quote
Want a site that displays your best Google Reviews and turns visitors into customers? Test the Hotel Web Design interactive demo and see how your notes can increase your direct sales.
Need help collecting comments without spending hours on it? Contact our experts and find out more about the module Opinion integrated into our engine.
Conclusion
Booking remains an invaluable ally thanks to its marketing power and volumes, but invest your efforts in Google reviews creates wider benefits: better local visibility, more direct bookings, enhanced brand image. By following the best practices shared here - timing, direct link, rapid response - you can turn every happy stay into free, lasting publicity.
With the right tools, such as those provided byHotel Web DesignThis strategy is simple, measurable and profitable. There's just one thing left to do: print off that QR code that's been lying dormant on your desk... and slip it onto the key ring of the next room you vacate. Your future customers will already be thanking you!
Booking / reservation website
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