Customer reviews have become one of the most powerful influences on traveller decision-making. While many businesses recognise the importance of reviews, the challenge is often knowing how to consistently generate more of them.
The good news? Most guests are willing to share feedback if they’re asked at the right time and through the right channels.
Rather than relying on reviews to happen organically, successful tourism businesses build review requests into everyday customer interactions. By creating a simple and consistent process, you can steadily increase your review volume, strengthen your online reputation and gain valuable visitor insights.
Ask at the right time
Timing is everything when it comes to requesting reviews.
The ideal opportunity is when a guest has just had a positive experience and their visit is still fresh in their mind. Whether it’s after check-out, at the end of a tour, following a meal or after completing an activity, a timely request is far more likely to generate a response.
Pay attention to moments when guests are expressing satisfaction. A visitor who says, “We had a fantastic time!” has essentially opened the door for you to ask for a review.
A simple response such as:
“That’s wonderful to hear. We’d really appreciate it if you could share your experience online.”
can be surprisingly effective.
Train frontline staff to request reviews
Your staff are often your best ambassadors.
Frontline team members interact with guests every day and are ideally positioned to identify positive moments and encourage feedback. However, many employees don’t ask because they feel awkward or aren’t sure what to say.
Providing staff with simple, comfortable language can make all the difference.
For example:
- “We’re so glad you enjoyed your visit. We’d love it if you could leave us a review.”
- “Your feedback helps other visitors discover us.”
- “If you have a moment, we’d really appreciate an online review.”
The goal isn’t for every staff member to become a salesperson. It’s simply about making review requests a natural extension of great customer service.
Include review links in email communications
One of the easiest ways to increase reviews is to make leaving one as simple as possible.
Many businesses already send confirmation emails, follow-up messages, newsletters or booking communications. These touchpoints provide a valuable opportunity to request feedback.
Consider including:
- A direct Google review link.
- Links to TripAdvisor or other relevant platforms.
- A simple call to action such as “Tell us about your experience.”
Removing extra steps significantly increases the likelihood that customers will take action.
If guests have to search for where to leave a review, many simply won’t.
Use QR codes
QR codes provide a quick and convenient way for visitors to leave feedback using their mobile device.
A QR code can link directly to your preferred review platform, allowing guests to leave a review in just a few clicks.
Consider adding QR codes to:
- Reception desks
- Menus
- In-room compendiums
- Tour vehicles
- Visitor maps
- Business cards
- Event signage
- Accommodation rooms
The easier it is for guests to find the review page, the more reviews you’ll receive.
Promote Google reviews through signage
Prompt visitors to leave a review through simple signage, serving as an effective reminder during or immediately after a visit.
Examples include:
- “Loved your experience? Leave us a Google Review.”
- “Your feedback helps us improve.”
- “Share your experience with future visitors.”
These messages can be displayed:
- At the point of sale
- Near exits
- At reception
- On tables
- In visitor centres
- On printed collateral
Consistent reminders help make review generation part of the customer journey rather than an afterthought.
Keep the process simple
The most successful businesses don’t rely on one individual or occasional requests. They create a simple process that every team member can follow.
Ask yourself:
- Who asks for reviews?
- When do they ask?
- Which platform are you directing guests to?
- What tools make it easy for customers to respond?
The answers should be clear and consistent across your business.
Even small increases in review volume can strengthen your online reputation, improve visibility and provide valuable feedback to help you deliver an even better visitor experience.
Practical takeaway
Create a simple review collection process that every staff member understands.
The process might look like this:
- Deliver a great experience
- Ask satisfied guests for feedback
- Provide a direct review link or QR code
- Thank customers who leave reviews
- Monitor and respond to feedback regularly
Consistency is far more important than complexity.