Building a better brand


Leveraging positive reviews for effective marketing campaigns

In the fast-paced world of modern business, guest reviews hold immense power. Positive reviews can be a company’s greatest asset, shaping the perceptions of potential guests and influencing their purchasing decisions. However, to leverage the full potential of positive reviews, hotels must adopt a strategic and authentic approach that avoids coming across as a sales pitch. In this article, we’ll cover 10 ways for hotels to effectively utilize positive reviews in their marketing efforts to build trust, enhance brand reputation, and drive sales.

Positive reviews serve as a testament to the quality of a product or service. By showcasing authentic reviews, hotels can establish trust with potential guests. Rather than through overly polished marketing materials, reviews allow the genuine voices of satisfied guests to speak for themselves. Incorporate real guest testimonials and stories into marketing campaigns to humanize the brand and demonstrate the tangible benefits guests can expect.

Before integrating positive reviews into marketing materials, it’s essential to identify the key messages that resonate with the target audience. Understanding the needs and preferences of potential guests will help hotels select the most relevant reviews that highlight their unique selling propositions. Whether it’s outstanding guest service, unique experiences, or innovative amenities, aligning reviews with core messages reinforces the brand’s strengths.

To reach a broader audience, hotels should distribute different positive reviews across various content platforms. Beyond the company website, utilize social media, email newsletters, and third-party review sites. Integrating positive reviews into diverse channels exposes the brand to potential guests at different stages of the buying journey, increasing the likelihood of conversion. Also, using a variety of different reviews across various platforms is a smart approach for avoiding the cookie-cutter image and creating a more dynamic and authentic presence.

Video testimonials add an extra layer of authenticity and engagement. They allow satisfied guests to share their experiences in a more personal and captivating manner. Video content has become increasingly popular across digital platforms, making it a powerful tool for increasing brand visibility and credibility. Ensure the videos are wellproduced but still retain a natural and unscripted feel to preserve their authenticity.

Collaborating with influencers who genuinely enjoy the brand or service amenities can be a gamechanger. These influencers can share their positive experiences with their audience, providing an organic and relatable way to introduce the brand to new potential guests. Partner with influencers whose values align with the brand to ensure credibility and authenticity.

While glowing reviews are valuable, those that highlight problem-solving capabilities can be equally powerful. Demonstrating how the property addresses and resolves issues raised by guests shows a commitment to guest satisfaction. It also provides an opportunity to showcase excellent guest service, which can be a significant selling point for potential guests.

To maximize the impact of positive reviews, create engaging content around them. For instance, consider crafting storytelling campaigns that weave guests’ experiences with the brand’s mission and values. Engaging content not only captures the audience’s attention but also encourages them to share it with others, amplifying the brand’s reach.

Engagement with guests shouldn’t be limited to positive reviews alone. Responding to reviews, both positive and negative, demonstrates that the hotel values guest feedback and is actively listening. Acknowledge and appreciate positive feedback while addressing concerns raised in negative reviews professionally and empathetically.

Social media is an ideal platform for sharing positive reviews organically. Create branded graphics featuring snippets of reviews and share them across social media channels. Encourage guests to share their experiences using a branded hashtag, turning satisfied guests into brand advocates.

Finally, measure the impact of incorporating positive reviews into marketing efforts. Monitor key metrics such as website traffic, conversion rates, and social media engagement to assess the success of the campaigns. Use this data to refine strategies and make future marketing efforts even more effective.

Positive reviews can be leveraged for marketing efforts, but it must be approached with authenticity and a focus on the guest. By showcasing genuine testimonials, identifying key messages, and diversifying content platforms, hotels can build trust, enhance their brand reputation, and ultimately drive sales. By implementing these strategies, hotels can harness the power of guest advocacy and let satisfied guests become their most persuasive marketing asset.

stephanie leger

Stephanie Leger is chief excellence officer of First Rate Hospitality, a hospitality training consultancy. Stephanie has trained more than 20,000 hospitality employees in hotel and restaurant operations worldwide, providing countless reviews of operational evaluations. She has nearly 20 years of experience in the hotel industry globally, working with brands such as Ritz-Carlton, Mandarin Oriental, Forbes Travel Guide Inspector, AAA, and others. Stephanie is also the co-host of the popular WTF “Walk The Floors” hospitality training podcast. For more information, please visit


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