What are Google hotel reviews?

Google hotel reviews are guest reviews left on your Google Business Profile, which appears in Google search results and Google Maps. These reviews are often the first impression potential guests get of your hotel, making them incredibly influential. They can cover everything from the quality of your rooms to the friendliness of your staff, and they’re a key factor in attracting new guests – or at least not deterring them!

Where are my Google hotel reviews?

You can find your Google hotel reviews by accessing your Google Business Profile. Just search for your hotel on Google, and you’ll see your reviews listed in your profile. From there, you can read and respond to them directly, if you have claimed your Google Business Profile.

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Why are Google reviews crucial for hotels?

Google hotel reviews are a powerful tool for your business. Here’s why they matter:

  • Influence on guest decisions: Positive reviews can significantly influence a potential guest’s decision to book with you. People trust the opinions of others, especially when it comes to something as personal as choosing a place to stay.
  • Building trust and credibility: Consistent positive feedback builds trust with potential guests. It shows that you deliver on your promises, which can set you apart from the competition.
  • Impact on bookings: Google reviews can directly affect your occupancy rates. The more positive and recent your reviews, the more likely you are to attract bookings.

How accurate are Google hotel reviews?

While most Google reviews are accurate reflections of guest experiences, there can be exceptions. It’s important to respond to all reviews—both positive and negative—to show that you care about your guests’ feedback and are committed to improving their experience.

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How to manage Google hotel reviews

Managing your Google hotel reviews effectively is essential for maintaining a strong online reputation. Here’s how you can do it:

Encouraging positive Google hotel reviews

Positive reviews can significantly enhance your hotel’s reputation, so it’s crucial to encourage guests to share their good experiences. Start by making the review process as simple as possible for your guests. After their stay, send a follow-up email thanking them for choosing your hotel and include a direct link to your Google Business Profile. In your message, kindly ask them to share their experience.

Personalise the request by mentioning specific aspects of their stay, such as their room or any services they particularly enjoyed, to make the review more relatable and encourage detailed feedback. You can also encourage reviews by displaying signage in common areas or placing a reminder card in guest rooms.

Responding to Google hotel reviews effectively

Responding to reviews is an opportunity to show all potential guests that you care about their experiences. When responding to reviews, timeliness is key—aim to reply within 24-48 hours. Your responses should always be polite, personal, and professional. Start by thanking the guest for their feedback, whether it’s positive or negative. Address any specific comments they’ve made, showing that you’ve carefully read their review and appreciate their input. For positive reviews, express your gratitude and let them know you hope to welcome them back in the future.

For negative reviews, acknowledge any issues raised and explain what steps you’ll take to address them. This demonstrates to both the reviewer and potential guests that you are committed to improving your service. Avoid getting defensive, even if the review feels unfair. Instead, maintain a calm and factual tone, and offer to continue the conversation offline if necessary.

Monitoring competitor hotel reviews

Keeping an eye on your competitors’ reviews can provide valuable insights into how they are perceived by guests and help you identify opportunities for improvement or differentiation. Regularly check the reviews of hotels similar to yours, paying attention to both positive and negative feedback. Look for patterns or common themes in their reviews—what do guests love, and what do they dislike? This information can help you adjust your offerings, refine your services, and highlight what sets your property apart.

By understanding how your competitors are performing in the eyes of their guests, you can make more informed decisions about your own operations and marketing strategies. Plus, monitoring competitor reviews can help you anticipate trends and guest expectations, allowing you to stay ahead of the curve.

Handling fake or unfair Google hotel reviews

Unfortunately, not all reviews are genuine. If you suspect a review is fake or unfair, you can report it to Google for removal. However, the process of getting a review removed can take time, and there’s no guarantee that it will be successful. In the meantime, it’s important to respond to the review professionally. Start by acknowledging the feedback without agreeing to any false claims. Politely and calmly state that the review doesn’t seem to match any records or experiences at your property, and offer to discuss the matter further offline. This shows potential guests that you take all feedback seriously but are also fair and reasonable.

Even if a review isn’t removed, a well-crafted response can help reduce its impact. Potential guests reading the review will see that you’ve handled the situation with professionalism, which can help maintain their confidence in your hotel.

Leveraging Google hotel reviews to improve the guest experience

Your Google Hotel Reviews are a goldmine of feedback that can help you continuously improve your guest experience. Regularly review the feedback to identify areas where you can enhance your services. For example, if multiple guests mention that your check-in process is slow, it may be time to streamline your front desk operations. If guests rave about your breakfast, consider highlighting it more in your marketing efforts or exploring ways to make it even better.

Acting on guest feedback not only improves your services but also shows guests that their opinions matter, which can encourage more positive reviews in the future. Make it a habit to share common themes from reviews with your staff, so everyone is aware of areas that need attention and can contribute to improvements.

Maintaining a strong Google hotel listing

Your Google Business Profile is the first thing potential guests see when they search for your hotel, so it’s important to keep it up-to-date and accurate. Regularly check your profile to ensure that all information, such as your address, phone number, and website, is correct. Update your profile with high-quality photos that showcase your property’s best features—these images can make a big difference in how potential guests perceive your hotel.

Also, make sure your profile highlights your amenities and any special offers you may have. The more detailed and accurate your listing, the more likely guests are to choose your hotel over others. A well-maintained profile, combined with positive reviews, can greatly enhance your hotel’s visibility on Google and attract more bookings.

The impact of Google hotel reviews in marketing your small property

Google hotel reviews can have a powerful impact on how you market your small property. When potential guests see positive reviews, it builds trust and makes them more likely to choose your hotel over others. These reviews act like word-of-mouth recommendations that you can showcase on your website, social media, and in other marketing materials to attract new guests. Plus, having recent and frequent positive reviews can boost your visibility on Google, making it easier for people to find you when they’re searching for a place to stay. 

In short, good Google reviews are like gold for your marketing efforts—they help you stand out, build credibility, and draw in more bookings.

Strengthen your hotel’s online reputation and increase occupancy with the help of Little Hotelier

Boost your occupancy rates and drive more bookings by managing your Google hotel reviews effectively with Little Hotelier’s tools.

  • Maintain a close relationship with guests: With Little Hotelier’s Guest Engagement you can own the guest relationship from day one and communicate like a pro to ensure their needs are met.
  • Boost direct bookings: Direct bookings allow you a closer relationship with your guests, which can be easily achieved with Little Hotelier’s booking engine.
  • Keep track of your business performance on the go: Little Hotelier’s mobile app provides real-time access to your property’s data, enabling you to monitor bookings, check-ins, and financial performance anytime, anywhere, ensuring you’re always in control.
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By Dean Elphick

Dean is the Senior Content Marketing Specialist of Little Hotelier, the all-in-one software solution purpose-built to make the lives of small accommodation providers easier. Dean has made writing and creating content his passion for the entirety of his professional life, which includes more than six years at Little Hotelier. Through content, Dean aims to provide education, inspiration, assistance, and, ultimately, value for small accommodation businesses looking to improve the way they run their operations (and live their life).