Who wouldn’t like the ability to share a great review like this on their Social Media pages?

Fantasea online review

Fantasea online review

When this review popped up in the Tourism Tribes Facebook page and I knew it was one of our members, I jumped for joy and in this blog I tell you why it’s important, what you need to do and how to go about gathering reviews.

If you are not convinced, here is a second real life example, during her travels around Australia, Fabienne met fabulous caravan park managers Janine and Shawn. These guys had zero marketing budget but managed to take their TripAdvisor reviews from Zero to Hero.

What was their technique?

Standing at the boom gate at checkout handing out little TripAdvisor business cards to everyone thanking them for their visit. All that cost was a little time and effort. Janine and Shawn have now moved to Big4 Atherton in North Queensland in case you wanted to check out thier website.

So even if you don’t have a marketing budget you can get your guests to do your marketing for you!

Why are reviews like this GOLD?

We all know online reviews are important, peer to peer advice is highly regarded by your potential customers and therefore is an important conversion tool.

Why is this so?

You may use the reviews as part of the elimination process, or if you are like me and book your travel online, you generally narrow down your choice and just before you enter your credit card you check the online reviews just to be sure.

Personally, I have a 80/20 rule, because I assume that a percentage of the population just like to complain. However,  if I see that around 20% of reviews are negative, it rings alarm bells, especially if there is a common thread. I am once again turned off  if these negative reviews are not addressed or even acknowledged by the business owner.  I am confident I am not alone in feeling this way and in this case I generally look elsewhere.

Why are reviews so important?

Reviews are an “spotlight” on your business. If you want to learn how reviews can improve your business we suggest you read this blog here.

TIP – Try not to take the negative reviews personally and use them to improve your business. Remember if you employ staff that you need to lead by example, empower them to make decisions and solve guest problems if you are not available.

Get your product offering right……

If your business provides excellent customer service and has a great product offering that suits a certain demographic then you need to use reviews to promote your business and help with your marketing.

TIP – By using the term “certain demographic” I mean not every business needs to be 5 star, it just needs to meet the customer expectations and priced accordingly.

So, if you’ve got a great product and great customer service it’s time to start gathering your reviews and publishing them.

9 practical  tips on gathering reviews

The first and most important tip is delivering awesome customer service! If there is a problem, actively listen and acknowledge it, then offer a practical solution where possible, address the review online and provide information on the proposed solution.

Upon check in

  • Set the expectations, by ensuring your guests know they can contact you if they have any concerns, even if you are off site and that you will endevour to address the issue.

At check out

  • Upon farewelling every guest, ensure they know where and how to give you a review by and handing them a TripAdvisor card and asking them to leave a review.
  • Have an ipad on your desk with TripAdvisor opened up for people to log in or even offer to do it for them if they are not familiar with technology.

After departure

  • If you’re not onsite or don’t manage to physically catch up with your guests before they leave, you should currently be sending send a follow up email to every guest to thank them for their stay, and whilst you’re doing that why not ask for a review? be sure to provide a link in the email to make it as easy as possible, by embedding links to your TripAdvisor pages.

Use your Online presence to encourage reviews by:

  • Embedding a TripAdvisor widget into their website alongside other socialtripadvisor-reviews icons like Facebook, Instagram etc. More information can be found here
  • Integrating a TripAdvisor Review menu item into your Facebook page.


Other marketing activities

  • Displaying certificates of excellence TripAdvisor logos on branded pop up banners and posters in your office.
  • Include TripAdvisor reviews in customer testimonials in online and offline marketing collateral.

So why not adopt some of these practices in your business so you’ll be in a position to promote yourself on your Social Media channels like Fantasea.

The tourism Tribe would like to acknowledge the experts and members who contributed to this forum post  which formed the basis of this blog. If you wish to get more tips please click here.

Additional resources and information can be found here:

Learn how to better use Online reputation management in your Tourism Business

The Online reputation management learning hub offers tutorials, support articles, webinars and the ability for members to ask a question via our support forum

About fabienne

AvatarFabienne Wintle is Chief Digital Strategist and is an advocate for digital self-sufficiency, having empowered thousands of small businesses with the knowledge and tools required to make a living from tourism. Her special blend of digital know-how, tourism knowledge, coaching skills and a natural gift for communication make her a sought-after consultant, workshop facilitator and speaker.
She lives on Australia's Southern Great Barrier Reef in Agnes Water, Queensland where she volunteers her time to help local businesses use the internet.

  1. Avatar
    Melissa Husband 3 years ago

    Hi Wendy,

    Great article! Just a quick question about sharing reviews on other social media platforms:

    How do you work out which ones to post and which ones not to? Not all reviews are positive but logically you only want to share the positive ones and even then some places receive a high number of reviews so surely they wouldn’t post every single one?

    Thanks 🙂

  2. Avatar
    Wendy Smith 3 years ago

    Hi Melissa,
    Thank you for the compliment.
    Your question is a good one, personally I would only share the great reviews or ones that relate to something that’s about to happen. For example, if you get a great review about the “family friendliness” of your business and school holidays are approaching that makes sense. You need to ascertain whether that review will trigger an emotion that may encourage the reader to book.
    How often you post reviews depends on how often you post on your Social Media channels, but the general rule is about 20% self promotion and I count promoting positive reviews as self promotion.
    The other circumstance I would share in, although some may not agree, is if you’ve had negative reviews , it’s common knowledge that there is an issue and you’ve fixed the problem.
    I hope that’s of some help? If not you can always join me on the chat and I’ll elaborate.
    Kind regards

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