Dive into this exclusive guest post from the experts at GetYourGuide.

Discover how customer reviews drive visibility, trust, and revenue, and learn actionable strategies to make them work for your business.

The measurable impact of customer reviews on growth

Customer reviews are a cornerstone of success in the travel experiences sector. Platforms like GetYourGuide have demonstrated how reviews can directly influence booking decisions, establish trust, and improve visibility for experience providers.

  • Star ratings impact conversions: A higher average rating directly correlates with increased booking likelihood. For instance, improving your rating from 3 stars to 4 stars can boost your conversion rate by nearly 40%, as shown by data collected by GetYourGuide.
  • Trust through social proof: Reviews are trusted as much as personal recommendations by a majority of travellers, particularly younger audiences. GetYourGuide’s research highlights that 91% of 18 to 34-year-olds rely on online reviews when making decisions.
  • Pre-booking research: Nine out of ten travellers consult reviews before making a booking decision, making them a non-negotiable part of the customer journey.
  • Visibility in search results: Reviews not only influence customers but also feed algorithms on platforms like GetYourGuide, signalling popularity and trustworthiness to boost your product’s visibility.

Why reviews matter across the booking journey

Unlike physical goods, experiences cannot be returned or exchanged. Travellers rely heavily on reviews to mitigate risk and build confidence before committing to a booking. Platforms like GetYourGuide provide businesses with tools to showcase positive reviews, helping them stand out and attract more bookings.

Activities with even a small number of reviews–just 15 or more–are significantly more likely to attract bookings compared to those with none. This highlights the importance of actively generating customer feedback to build credibility and attract new customers.

Understanding review scores: What delights and disappoints customers

To generate positive reviews, it’s important to understand what customers value most and address common pain points.

  • Universal delighters: High-quality service, attention to detail, and seamless experiences are universally appreciated across all types of activities.
  • Category-specific detractors: Pain points vary depending on the activity type. For example, issues that frustrate guests on a bike tour may differ from those at a museum or theme park.

GetYourGuide’s comprehensive research helps businesses identify these trends, providing actionable insights tailored to different activity categories.

Strategies to encourage more (and better) reviews

Here are actionable tips to generate valuable customer feedback:

  1. Use physical review prompts: Include calls-to-action on tickets, invoices, or signs at your venue or tour conclusion to encourage reviews. Platforms like GetYourGuide even offer tools such as QR codes to make leaving reviews easier for customers.
  2. Optimise timing: Send review requests within three days of the experience. Timely reminders significantly increase response rates. GetYourGuide’s data shows this timing is ideal for maximising responses.
  3. Analyse competitor feedback: Study reviews of similar businesses to understand what customers appreciate and what they criticize.

Takeaway

Customer reviews are a powerful tool for growing your business. Platforms like GetYourGuide make it easy to showcase positive reviews, improve visibility, and drive more bookings. By actively managing your online reputation and leveraging insights from review trends, you can build trust and achieve significant growth.

A dedicated booking system creates a clear and efficient reservation experience, streamlines your operations, and speeds up check-in. With Bókun, you can also showcase your Tripadvisor reviews directly on your website to highlight your great work, and benefit from seamless TipDirect integrations for easy review management.

To see how Bókun can support your business, start our 14-day free trial (no credit card required). You can explore our toolkit, connect to GetYourGuide, add offline bookings, and see if we’re the right booking management partner for you.