How to Use Reviews to Grow Your Short-Term Rental Business
Guest reviews play a pivotal role in the success of a short-term rental (STR) business. Positive reviews boost your property’s visibility, attract more bookings, and establish trust with potential guests. This article explores how to use guest reviews strategically to grow your STR business and build a strong reputation.
Why Reviews Matter
1. Increase Visibility
Listings with more reviews rank higher on platforms like Airbnb and Vrbo.
2. Build Trust
Authentic guest feedback reassures potential travelers about your property’s quality.
3. Attract More Bookings
Positive reviews highlight your property’s strengths, making it more appealing to guests.
4. Provide Valuable Insights
Guest comments offer actionable feedback for improving your STR.
Step 1: Encourage Guests to Leave Reviews
1. Request Reviews Promptly
Send a friendly reminder to guests after their stay.
Example Message:
“Thank you for staying with us, [Guest Name]! We’d love to hear about your experience—leaving a review helps other travelers and keeps us improving.”
2. Simplify the Process
Provide clear instructions on how to leave a review on platforms like Airbnb, Vrbo, or Google.
3. Incentivize Feedback
Offer small rewards, such as discounts on future stays, to encourage reviews.
4. Personalize Your Request
Reference specific moments or amenities guests enjoyed during their stay.
Step 2: Respond to Reviews Professionally
1. Thank Positive Reviewers
Show appreciation for guests who share their experiences.
Example Response:
“Thank you, [Guest Name], for your kind words! We’re thrilled you enjoyed your stay and hope to host you again soon.”
2. Address Negative Feedback Calmly
Respond to complaints with empathy and a focus on solutions.
Example Response:
“We’re sorry to hear about your experience, [Guest Name]. Thank you for bringing this to our attention—we’re working to address the issue and improve for future stays.”
3. Highlight Improvements
Use responses to show how guest feedback has led to positive changes.
Step 3: Showcase Positive Reviews
1. Highlight Reviews in Your Listing
Feature standout quotes in your property description or photos.
2. Share on Social Media
Post testimonials or screenshots of glowing reviews to attract new followers and guests.
3. Create a Testimonial Page
Add a dedicated section to your website showcasing guest feedback.
Step 4: Analyze Reviews for Insights
1. Identify Common Themes
Look for recurring praise or complaints to understand your property’s strengths and weaknesses.
2. Prioritize Improvements
Focus on areas guests frequently mention, such as:
Cleanliness.
Amenities.
Communication.
3. Track Trends Over Time
Monitor review scores to measure the impact of changes or upgrades.
Step 5: Use Reviews in Marketing
1. Highlight Specific Features
Use guest quotes to promote amenities or experiences.
Example:
“Our guests love the breathtaking sunset views from the patio!”
2. Leverage Video Testimonials
Ask guests for permission to share video reviews on social media or your website.
3. Create Targeted Campaigns
Focus on aspects guests frequently praise, such as family-friendly spaces or luxurious amenities.
Step 6: Manage Your Online Reputation
1. Monitor Reviews Across Platforms
Regularly check Airbnb, Vrbo, Google, and other sites for new feedback.
2. Address Fake Reviews
Report false or malicious reviews to the platform for removal.
3. Stay Consistent
Respond to reviews promptly and maintain a professional tone.
Case Study: Growing an STR With Reviews
Scenario:
An STR owner in a popular ski destination wanted to increase bookings during the off-season.
Actions Taken:
Encouraged guests to leave reviews by offering discounts for future stays.
Featured testimonials about the property’s cozy ambiance and proximity to hiking trails in marketing materials.
Used guest feedback to add amenities like a fire pit and updated bedding.
Results:
Bookings increased by 25% during the off-season.
Positive reviews highlighted the new amenities, attracting more guests.
The property maintained a 4.8-star rating, boosting its ranking on Airbnb.
Common Mistakes to Avoid
Ignoring Negative Feedback: Failing to address complaints damages your reputation.
Overloading Guests With Requests: Be mindful of not overwhelming guests with review reminders.
Responding Emotionally: Always remain calm and professional, even in the face of criticism.
Neglecting to Showcase Reviews: Not leveraging positive feedback is a missed marketing opportunity.
Tools for Managing Reviews
Trustpilot: Monitors and manages guest feedback across platforms.
Google Alerts: Tracks mentions of your property online.
Airbnb Host Dashboard: Provides tools for managing reviews and responding to guests.
Cross-Link Opportunities
Explore related articles to enhance your STR business:
How to Build Guest Loyalty for Your STR
How to Use Social Media to Market Your STR
How to Create a Referral Program for Your STR
Additional Resources
Airbnb Host Blog: Tips for managing guest reviews.
Hostfully Blog: Insights on using reviews to grow your STR.
BiggerPockets STR Forum: Discussions on review strategies.
Conclusion
Guest reviews are a powerful tool for building trust, increasing bookings, and improving your short-term rental. By encouraging feedback, responding professionally, and leveraging positive reviews in your marketing, you can create a strong reputation that attracts more guests. Start implementing these strategies today to grow your STR business.
