AI is rapidly changing every aspect of how guests discover and book accommodation, with 78 percent of travelers open to using it throughout their journey, from trip planning and reservations to enhancing on-site experiences. This shift in consumer behavior necessitates a corresponding shift in how hoteliers curate their online reputation and seek new ways to draw guests to their website… and through their doors.
The way reviews and ratings are presented to consumers is evolving beyond traditional search. Both review platforms and AI-powered search now highlight algorithm-driven summaries that surface key takeaways for potential guests. Often, travelers may rely solely on these AI-generated overviews, overlooking the detailed reviews your property has worked so hard to earn.
However, this doesn’t make those reviews any less valuable. A steady flow of positive feedback and proactive reputation management are more critical than ever. Here’s how to elevate your online reputation management strategy and stay competitive in the age of AI.
What an AI Summary Includes
To generate a summary of reviews, AI analyzes overall sentiment rather than just quoting snippets. This summary makes it easier than ever for travelers to identify both strengths and weaknesses when evaluating a property. For factors that can be seen as either a benefit or drawback, such as a busy downtown location, AI has the ability to interpret context and present them accordingly.
The summary may even source content from multiple platforms, making it essential to actively monitor your reputation across the web and respond to reviews consistently. Timely, thoughtful responses not only build trust with potential guests but serve as a positive quality signal for Google’s AI.
Shifts occur automatically as new reviews are posted, with recent feedback prioritized. Your online reputation evolves in real time.
Work with travel sites to remove any misleading or inaccurate reviews as negative trends can quickly become amplified in this AI-driven format. For example, if a traveler mistakenly reviewed your property due to a simple name mix-up, you don’t want those negative comments to impact your reputation.
How to Encourage Guest Feedback
A consistent flow of fresh, favorable reviews is essential so that AI-generated summaries highlight your strengths rather than overemphasize occasional negative comments. Every property encounters complaints, whether it’s a noisy neighbor or an unfulfilled late checkout request, but you don’t want these minor issues dominating your narrative. Proactively requesting guest feedback helps maintain a balanced, positive reputation.
While 40 percent of hotel guests are inclined to leave a review after a positive stay, 48 percent are more likely to share their experience if it was negative. This means unmet expectations generate louder voices online, unless you take action.
Asking for reviews should be a consistent pillar of your guest communication strategy, whether through email, SMS message, or a friendly invitation at the front desk. Prominently display links to your preferred review platforms across touchpoints, from your website and digital guide to emails and on-property signage. The vaguer—and harder—the review process, the more tempting it is for guests to abandon.
Consider offering a small incentive, such a free cafe drink, in exchange for an honest review. As long as that incentive does not depend on the review’s content, this is acceptable, effective industry practice.
Best Ways to Monitor and Respond to Reviews
Because AI summaries shift automatically as new reviews emerge, monitoring reviews becomes even more imperative. However, manually scanning every review platform isn’t realistic for busy hoteliers. Use automated monitoring software such as GuestTouch or Revinate to oversee your reputation across the web. Some of these platforms even include AI components and sentiment analysis to help you interpret your data and respond efficiently to what you discover.
Timely review responses remain as essential as ever, serving as both a reflection of exceptional customer service and as a strategic opportunity to reinforce the themes and keywords you’d like AI algorithms to associate with your brand. When composing review responses, consider SEO—it’s still relevant even as trends and formats evolve. For instance, slipping in brand-relevant phrases like “complimentary breakfast” and “free downtown parking” where appropriate not only resonates with guests but also strengthens the likelihood that both search engines and AI platforms will link those offerings with your property.
Leverage Feedback
AI summaries—amalgamated from all your reviews—offer powerful insight into the aspects of your property that resonate with travelers the most and show where you truly shine. What do your guests praise? Is it your coffee-infused facials at the spa or blueberry French toast that makes for the ultimate chef’s kiss? Leverage the positive highlights of AI review summaries across your marketing channels to emphasize what makes your property stand out.
Conversely, AI-generated summaries also reveal the areas of the guest experience that present opportunities for improvement. Take a deep breath… and an honest look at what they identify. While a few guests may be impossible to satisfy, others have valid critiques that, if acted upon, can enhance your offerings and elevate your property above the competition.
How an Automated PMS Helps
Your property management system (PMS) serves as the technological command center of your hotel and thereby plays a pivotal role in reputation management.
Housing valuable guest data, your PMS is central to delivering personalized service—which has a direct impact on customer satisfaction, purchases, and reviews. Seventy-one percent of consumers assume personalization will be part of their experience, and 76 percent report frustration when it’s not. By leveraging the guest data in your PMS to tailor each stay, you inspire positive feedback and generate the kind of excitement that turns lookers into bookers.
A robust PMS like WebRezPro empowers you with customizable email templates that automate post-stay review requests to ensure a steady flow of fresh feedback without adding to your staff workload. As mentioned above, recent reviews are key to upholding your online reputation.
A reputable PMS also integrates seamlessly with reputation monitoring and customer relationship management platforms to harness advanced personalization and review management tools without additional manual effort.
With the rise of AI, monitoring, managing, and responding to reviews has never been more critical, but it doesn’t have to be overwhelming. By leveraging modern hotel technology, you can stay ahead of the evolving digital landscape and strengthen your reputation like never before.
