HiRUM Software Solutions

Managing online reviews for the good of your business

Posted by HiRUM Software Solutions - 26/02/2020
phone with customer reviews popping out | managing online business reviews | HiRUM

It’s a make or break for any industry that operates on the positive consumer experience before them. When customers are injecting thousands of dollars into their meticulously planned holiday, the positives are merely expected, but every negative will be louder and amplified on the nearest and most popular review channels. When the wide majority of customers are having a stellar time, why aren’t every single one of them following up their trip with a glowing review? Are you doing everything you can to get those helpful up-to-date reviews? Winning and managing online business reviews may not seem like a top priority but they can seriously impact your future bookings.

Let’s start with why they’re important.

It’s fair to say that when it comes to a monetary exchange for experience, we want to be sure it’s going to be worthwhile. Why not check out what everyone else says about it? A quick Google search will bring up the business listing, and most likely TripAdvisor and a Facebook page. Reviews are easily accessible to anyone who wants to find them, and can have a drastic effect on your incoming business if they are outdated, negative, not responded to correctly or not responded to at all. On the other end of the spectrum, there’s potential to increase your incoming business by an influx of great customer reviews!


You have to give a little to get a little! You may feel confident in your abilities to provide an outstanding guest stay, but that sometimes isn’t enough to get them across the line and leave a great review on Google or Facebook. Offer something that is the cherry on top, and capture them while you’re still fresh in their minds. You might want to offer a small discount on their next stay or a free breakfast in exchange for a positive review on your desired outlet. It may feel like you’re giving away more than you wish, but it could be the decider for a family booking a 7 night stay at your property and rapidly increasing your return on investment.


When it comes to managing online business reviews, a response is essential. This point can’t be stressed enough! Too often we see properties that have received a negative review and left it without a reply. A simple way to navigate this situation is to respond swiftly in a polite manner, and encourage the conversation to be taken offline via a direct email with someone of hierarchical stature or a phone conversation. This way, you will get a better understanding of the issue, and there is no more room for additional negativity or damage to your brand.

Rather than sounding like a broken record, we recommend tailoring each review you receive by addressing the writer by their first name and experiences they are referring to. It may be time-consuming, but it’s a time investment that could see a guest return again. You can read more on our Google Review best-practices here.

If it’s one of the tasks that’s repeatedly placed lower and lower on the priority list, maybe it’s worth outsourcing your marketing to ensure these things get ticked off. HiRUM’s Marketing Reach Program looks after this so you don’t have to think about it. The program has been developed around the ongoing demand for digital presence, but the difficult task of finding the time to manage this. You still remain in control, but we take care of social media posting, responding to the never-ending influx of Google Reviews, and provide reports on how your marketing activities are going. Get in touch to find out how we can help your property marketing, email sales@hirum.com.au or call (07) 5574 4990.


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