Travel · Reviews
Asking for reviews after the stay: timing and rules
Guests who had a great holiday often forget to write a review. Guests with a complaint usually do not. By asking every guest at the right moment, you get an honest and up-to-date picture. There are clear rules, though.
When to ask for a review
The best moment is shortly after the stay, while the memory is fresh: the day after departure, or the same evening after a short stay. Wait a week and the holiday has already faded.
During the stay, feel free to ask whether everything is fine. That is good service: a broken shower you fix on day two prevents a negative review. But do not use that question to decide who gets a review request later.
How to ask
Keep it short and personal, and send a direct link. In your Business Profile, Google lets you create a link or QR code that takes guests straight to the review form. An example:
Hi Sarah, thank you for staying with us! We hope you enjoyed it. Would you share in a few sentences how it was? It helps other guests a lot. [link] Best wishes, Kelly from Lakeside Camping
If you have many guests from abroad, send the request in their own language. No reply? One friendly reminder after a few days is fine. After that, let it rest.
What is not allowed
Google's policy prohibits, among other things:
- A reward for a review, such as a discount on a next stay or a free drink
- Asking only satisfied guests, for example through a satisfaction question first (review gating)
- Reviews from employees, family or business partners
On top of that, fake reviews have been banned throughout the EU since the Omnibus Directive took effect on 28 May 2022. If you show reviews on your own website, you must also say whether and how you check that they come from real guests.
What about reviews on Booking.com and Airbnb?
Booking platforms ask their guests for reviews themselves. You have little influence there, other than offering a great stay. So focus your own requests on Google: that is where new guests look you up, and it shows in Google Maps too.
Respond to every review
Thank guests for positive reviews, ideally personally. With a critical review, respond calmly, acknowledge the problem, explain what you are doing about it and offer to discuss it further. Future guests mainly read how you respond.
Frequently asked questions
May I give guests a discount for a review?
No. Google prohibits any kind of reward, including a discount on a next stay. Google can remove reviews that result from it.
May I ask first whether the guest was satisfied?
You can always ask how it went. But the review request must go to every guest, not just to those who were satisfied.
May I show reviews on my own website?
Yes. Do state whether and how you check that the reviews come from real guests. That has been required since the Omnibus Directive.
Sources
Kelly has more than ten years of experience in online marketing and SEO, for brands such as IKEA, TUI, Holidu, Belvilla, Center Parcs, vidaXL and Johnson & Johnson.
