How to Leverage Reviews to Grow Your Short-Term Rental Business
Reviews are one of the most powerful tools for growing your short-term rental (STR) business. Positive feedback enhances your property’s credibility, attracts more guests, and improves your ranking on booking platforms. This article explains how to effectively gather, showcase, and respond to reviews to maximize their impact.
Why Reviews Matter
1. Boosts Bookings
Travelers often choose properties with high ratings and glowing testimonials.
2. Improves Search Rankings
Platforms like Airbnb and Vrbo prioritize properties with better reviews, increasing visibility.
3. Builds Trust
Authentic reviews reassure potential guests about the quality of your rental.
4. Encourages Repeat Stays
Satisfied guests who leave reviews are more likely to book again.
Step 1: Encourage Guests to Leave Reviews
1. Ask at the Right Time
Request reviews shortly after guests check out while their experience is still fresh.
Example Message:
“Thank you for staying with us! If you enjoyed your visit, we’d greatly appreciate it if you could share your experience in a review.”
2. Simplify the Process
Provide direct links to your review page in follow-up emails or messages.
3. Offer Gentle Reminders
If a guest hasn’t left a review within a week, send a polite reminder.
Pro Tip: Automate this process using platforms like Hostfully or Hospitable.
Step 2: Deliver Exceptional Experiences
1. Exceed Expectations
Ensure your property is spotless, well-stocked, and matches its online description.
2. Personalize Stays
Tailor experiences by acknowledging special occasions or preferences.
3. Be Proactive With Communication
Check in with guests during their stay to resolve any issues promptly.
Example:
“Hi [Guest Name], we hope you’re enjoying your stay! Let us know if there’s anything we can do to make it even better.”
Step 3: Respond to Reviews Thoughtfully
1. Acknowledge Positive Feedback
Thank guests for their kind words and highlight specific compliments.
Example Response:
“Thank you for your wonderful review, [Guest Name]! We’re thrilled you enjoyed the cozy fireplace and nearby hiking trails. We’d love to host you again!”
2. Address Negative Reviews Constructively
Apologize sincerely and explain how you’re addressing their concerns.
Example Response:
“We’re sorry to hear about the Wi-Fi issues during your stay, [Guest Name]. We’ve since upgraded our internet service to ensure this doesn’t happen again. Thank you for bringing it to our attention.”
3. Stay Professional
Avoid defensive or emotional responses, even if the feedback feels unfair.
Step 4: Showcase Reviews Across Channels
1. Highlight on Social Media
Share positive reviews on platforms like Instagram or Facebook to attract followers.
Example Post:
“We love hearing from happy guests! Thank you, [Guest Name], for your kind words about our beachfront retreat.”
2. Feature on Your Website
Add a dedicated section for testimonials to build trust with potential guests.
3. Use in Marketing Materials
Incorporate glowing reviews into email campaigns or advertisements.
Step 5: Analyze Feedback for Continuous Improvement
1. Identify Patterns
Look for recurring themes in reviews to understand what guests appreciate or dislike.
Example:
If multiple guests mention outdated appliances, consider investing in upgrades.
2. Act on Suggestions
Use constructive criticism to enhance your property or services.
3. Track Progress
Monitor changes in ratings and guest feedback after implementing improvements.
Step 6: Manage Negative Reviews Strategically
1. Focus on Resolution
Contact dissatisfied guests directly to address their concerns and offer compensation if necessary.
2. Dispute False Reviews
If a review violates platform guidelines, provide evidence and request its removal.
3. Balance With Positive Feedback
Encourage happy guests to leave reviews to outweigh occasional negative ones.
Case Study: Using Reviews to Boost a Mountain Cabin STR
Scenario:
An STR owner in Colorado wanted to improve their property’s reputation after a few negative reviews.
Actions Taken:
Upgraded outdated furniture and installed high-speed Wi-Fi based on guest feedback.
Sent personalized messages to guests after their stay, encouraging reviews.
Responded professionally to both positive and negative feedback, highlighting improvements made.
Results:
The property’s average rating increased from 4.2 to 4.8 stars within six months.
Bookings grew by 25%, driven by enhanced credibility and visibility.
Guests frequently mentioned the owner’s responsiveness and upgrades in reviews.
Common Mistakes to Avoid
Ignoring Feedback: Failing to act on guest input can damage your reputation.
Being Defensive: Negative responses to reviews reflect poorly on your professionalism.
Overlooking Review Requests: Guests won’t leave reviews unless prompted.
Mismanaging Negative Reviews: Avoid escalating conflicts publicly; resolve issues privately when possible.
Tools for Review Management
Airbnb Review Manager: Simplifies guest feedback and responses.
Trustpilot: Tracks reviews across platforms for reputation management.
Hostfully: Automates follow-ups to request reviews.
Cross-Link Opportunities
Explore related articles to enhance your STR business:
How to Enhance the Guest Experience for Your STR
How to Build Guest Loyalty for Your STR
How to Use Social Media to Market Your STR
Additional Resources
Hostfully Blog: Insights on managing guest reviews.
Airbnb Host Blog: Tips for responding to reviews.
BiggerPockets STR Forum: Discussions on leveraging reviews for growth.
Conclusion
Leveraging reviews is a powerful strategy for growing your short-term rental business. By encouraging feedback, responding thoughtfully, and using reviews to inform improvements, you can build trust, attract more bookings, and ensure long-term success. Start implementing these strategies today to unlock the full potential of your STR’s reputation.
