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You sit down at your desk.
Coffee in hand.
Your browser is open to the usual suspects - TripAdvisor, Google, Expedia, and Booking.com.
Your hotel reviews are waiting.....again.
You groan.
Skim a few.
Try to think of something original to say.
Or, maybe you copy and paste the classic:
“Thanks for your feedback. Our team reviews these comments and is dedicated to improvement.” Another week, another round.
At this point, reviews have become another item on your endless to-do list.
Something to get through.
A box to check.
Maybe even a job you delegate so you can focus on “more important” things.
But here’s the thing...
If replying to reviews is just a box to check off weekly,
You're missing a huge opportunity to grow.
Why Most Hotel Reputations are Idling.
The old approach is that reputation management is just a support role done by back-office staff.
But that mindset is outdated and is costing you revenue growth.
Because when you treat reviews like admin, you limit their power to move the needle on:
- Your pricing strategy
- Website conversion rates
- Visibility in AI-driven search results
- Your ability to attract and retain great staff
You may think, “Our rating isn’t terrible—we’re doing fine.”
But here’s the truth: fine doesn’t drive growth.
"Fine" holds the line.
Until it doesn’t.
Let’s Rethink Reputation
It’s time to pull reviews out of maintenance mode and place them where they belong
- at the center of your growth strategy.
Here’s the mindset shift I want you to try:
Treat reputation as critical as sales and marketing.
Because that’s exactly what it is.
Let me show you how reviews fuel performance across your hotel:
✅ Pricing Power
A Cornell study showed that a one-point increase in review scores can raise rates by 11.2% without impacting occupancy. And 76% of travelers say they’ll pay more for better-reviewed hotels.
✅ Website Conversions
You earned the click, and they landed on your site… but your 3.7-star rating just sent them packing.
Bad reviews don’t just hurt your TripAdvisor rank - they kill bookings.
✅ AI Optimization (AIO)
AI search tools scan everything - TripAdvisor, Google, OTAs, Reddit, Glassdoor, Indeed.
Guest and employee reviews now shape your online presence.
They affect your search visibility and booking potential.
✅ Hiring & Culture
Think it’s just guests reading your reviews?
Think again.
Reputation now shapes your talent pipeline.
Need proof? Spend five minutes on one of my favourite Reddit feeds -> r/talesfromthefrontdesk.
So… How Do You Get Better Reviews?
I have a few surprisingly simple ways to help you shape those moments, not just during the stay.
These are the same activities that helped three of my hotel clients stay #1 on TripAdvisor.
They also led to growth in their ADR.
Today, I will share 3 of them with you:
1. Use pre-arrival emails to reduce friction.
Eliminate negative triggers before they happen.
Before their arrival, tell them everything they need to know—where to park to check in, any additional fees, etc.
Guests only like good surprises.
2. Empower frontline staff with recovery freedom.
Guests write rave reviews when staff “break the rules” for them (without actually breaking the rules).
Give your team permission to say yes to small but impactful gestures.
3. Create a culture of “moments, not mechanics.”
Focus less on scripts and more on how guests feel during interactions with your team.
Emotional resonance leads to better storytelling in reviews.
Staff that share in a moment with guests are also happier, leading to a better culture.
Are you ready to stop putting your reviews on auto-pilot and turn them into revenue?
Or hit reply if you're a Hotelier (GM, owner, or hotel marketer) who wants to join the Revenue Strategy Room, launching later this month.
P.S. Want to know more? Check out this video > Turn Your Great Reviews into Revenue.
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