How to Use Reviews to Boost Your STR Business
Guest reviews are a critical component of a successful short-term rental (STR) business. They influence potential guests’ booking decisions, improve your property’s ranking on platforms like Airbnb, and establish trust and credibility. Learning how to encourage, respond to, and leverage reviews can significantly impact your bookings and revenue. This guide explores actionable strategies for using reviews to grow your STR business.
Why Reviews Matter for STRs
1. Build Trust
Positive reviews reassure potential guests about the quality of your property and service.
2. Increase Bookings
Properties with high ratings and glowing feedback attract more bookings.
3. Improve Platform Rankings
Platforms like Airbnb prioritize listings with excellent reviews, increasing visibility.
4. Provide Valuable Feedback
Guest reviews highlight strengths and areas for improvement in your STR.
How to Encourage Guest Reviews
1. Deliver an Exceptional Experience
The easiest way to earn positive reviews is by exceeding guest expectations.
Key Areas to Focus On:
Cleanliness: Ensure every corner of your property is spotless.
Communication: Respond promptly to inquiries and provide clear instructions.
Amenities: Deliver everything promised in your listing, plus thoughtful extras like welcome gifts or local guides.
Pro Tip:
Leave personalized touches, like a handwritten thank-you note, to create a memorable experience.
2. Request Reviews at the Right Time
Timing your review request increases the likelihood of guests leaving feedback.
Best Practices:
Send a message thanking guests for their stay and kindly ask for a review within 24 hours of checkout.
Use automated tools like Hospitable to schedule review requests.
Example Message:
“Thank you for staying at [Property Name]! We hope you had a wonderful time. If you enjoyed your stay, we’d greatly appreciate it if you could leave a review to share your experience.”
3. Make the Process Easy
Simplify the review process to encourage more guests to participate.
Steps to Simplify:
Provide clear instructions on how to leave a review.
Include direct links to the review page in your follow-up messages.
Pro Tip:
Offer to answer any questions they might have about the process.
4. Incentivize Feedback
While most platforms prohibit incentivizing reviews directly, you can encourage feedback in creative ways.
Ideas to Encourage Reviews:
Offer discounts or perks for future stays to all guests, regardless of review.
Highlight how reviews help improve the guest experience.
Example:
“Your feedback helps us create even better stays for our future guests. We’d love to hear your thoughts!”
Responding to Reviews
1. Respond to All Reviews
Engaging with reviews shows you value guest feedback.
How to Respond:
Positive Reviews: Thank guests for their kind words and highlight specifics they enjoyed.
Example: “Thank you for your kind words, Sarah! We’re thrilled you enjoyed the cozy fireplace and the local hiking trails. We hope to host you again soon!”
Negative Reviews: Apologize for any shortcomings, offer solutions, and show a commitment to improvement.
Example: “We’re sorry your experience wasn’t perfect, John. We’ve addressed the Wi-Fi issue and hope you’ll consider staying with us again.”
2. Stay Professional
Keep your responses polite and constructive, even if the review feels unfair.
Pro Tip:
Avoid arguing or becoming defensive, as this can harm your reputation.
3. Use Feedback to Improve
Take note of recurring comments and implement changes as needed.
Example:
If guests frequently mention a lack of kitchen supplies, invest in more utensils or cookware.
Leveraging Positive Reviews
1. Feature Reviews in Your Listings
Highlight guest testimonials in your property descriptions to attract potential guests.
Example:
“Guests love our spacious patio and proximity to the beach—check out our 5-star reviews!”
2. Share Reviews on Social Media
Use positive reviews as content for your social media platforms.
How to Share:
Create graphics or videos featuring guest quotes.
Use hashtags like #GuestLove or #5StarReviews to amplify visibility.
Pro Tip:
Tag the guest (with permission) to encourage engagement.
3. Build Trust with Future Guests
Include reviews in marketing materials, such as your direct booking website or email campaigns.
Example Email:
“Don’t just take our word for it! Here’s what recent guests are saying about their stay at [Property Name].”
Managing Negative Reviews
1. Address Issues Promptly
Respond quickly to negative reviews to demonstrate accountability.
Steps to Address Negative Feedback:
Apologize sincerely.
Provide context or explanations if appropriate.
Share the steps you’ve taken to resolve the issue.
Example:
“Thank you for your feedback, Lisa. We apologize for the inconvenience caused by the broken heater. It has since been replaced, and we’re committed to ensuring all guests have a comfortable stay.”
2. Request a Follow-Up Review
If you resolve an issue, ask the guest to update their review to reflect the changes.
Example:
“We appreciate your patience and hope our efforts improved your experience. If you’d like to update your review, we’d be grateful!”
3. Use Negative Reviews as Learning Opportunities
Look for patterns in complaints to identify areas for improvement.
Action Tip:
Track feedback in a spreadsheet or property management tool to monitor recurring issues.
Case Studies: Success Through Reviews
1. Cozy Cabin in Vermont
Challenge: Struggled to compete with newer properties.
Solution: Focused on delivering exceptional guest experiences and consistently requesting reviews.
Result: Increased bookings by 25% within six months due to a rise in 5-star reviews.
2. Urban Loft in Chicago
Challenge: Received several complaints about noise.
Solution: Installed soundproof windows and addressed noise concerns in the listing.
Result: Improved guest satisfaction and maintained a 4.8-star rating.
Common Mistakes to Avoid
Ignoring Reviews
Failing to respond makes you appear unengaged.
Being Defensive
Arguing with guests damages your reputation.
Not Following Up on Feedback
Ignoring recurring issues can lead to more negative reviews.
Conclusion
Guest reviews are one of the most powerful tools for growing your STR business. By delivering exceptional experiences, actively requesting feedback, and responding thoughtfully to all reviews, you can build trust, attract more bookings, and improve your property. Leveraging reviews in your marketing strategy further enhances your reputation and ensures long-term success.
