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Turning Reviews into Revenue: The Impact of Guest Feedback on Hotels

By: Steve Behrisch , President & CEO

In the hospitality industry, understanding the impact of guest feedback is paramount. 

Guest feedback is a critical tool that hotels use to gauge their performance, improve their services, and ensure that they are meeting and exceeding guest expectations.

Table of Contents

Importance of Guest Feedback

Guest feedback is a direct line of communication between the hotel and its guests. 

It provides invaluable insights into what guests like and dislike about their stay, allowing the hotel to make necessary adjustments.

Now, guest feedback not only helps hotels identify areas for improvement but also enables them to build stronger relationships with their guests. 

With feedback responses, hotels can show their guests that they value their opinions and are committed to providing excellent service.

Impact of Guest Feedback on Hotel Performance

Guest feedback helps a hotel property in various ways and aspects, which directly affect its performance. Some of them are mentioned below. 

1. Service Quality Enhancement

Guest feedback provides direct insights into where a hotel excels and where it falls short. 

This information is invaluable for immediate operational adjustments as well as for training and development purposes.

For example: Consider a hotel that receives recurring comments about the slow check-in process. By analyzing this feedback, the hotel can streamline operations, perhaps by adding more staff during peak times or by implementing more efficient check-in technology.

2. Reputation Management

In today’s digital age, online reviews and feedback are pivotal in shaping a hotel’s reputation. 

Positive reviews can attract more guests, while negative feedback can deter potential bookings. Managing these effectively can help maintain a positive public image and enhance marketability.

For example: A hotel consistently addressing guest concerns shown in online reviews demonstrates commitment to guest satisfaction, potentially converting negative experiences into positive ones and improving overall online ratings.

3. Guest Retention and Loyalty

When guests feel heard and see their feedback lead to tangible improvements, they are more likely to develop a sense of loyalty to the hotel. 

This can increase guest retention rates, which is crucial since retaining an existing customer is generally less expensive than acquiring a new one.

For example: A guest suggests that the hotel could benefit from more varied breakfast options. The hotel not only updates its menu but also personally invites the guest to try the new breakfast during their next stay, enhancing guest satisfaction and loyalty.

4. Innovative Practices and Services

Feedback can spark innovation by highlighting unmet needs or desires that guests have. 

Hotels can use this information to introduce new services or improve existing ones, staying ahead of competitors and meeting evolving consumer expectations.

For example: Based on guest feedback requesting healthier dining options, a hotel might introduce a new wellness menu or partner with local wellness centers to offer special packages, distinguishing itself in a crowded market.

#OnResTip: You want to sign up for a hotel management solution that is scalable and future-proof, like OnRes PMS.  

5. Operational Efficiency

Feedback often points to operational inefficiencies that, when addressed, can reduce costs and improve service delivery. 

This can involve changes in staff deployment, energy management, maintenance schedules, and more.

For example: Feedback regarding room temperatures leads a hotel to upgrade its HVAC system, resulting in enhanced guest comfort and reduced energy costs due to increased efficiency.

6. Strategic Decision Making

Strategic planning in hospitality benefits greatly from guest feedback, which provides a customer-centric perspective to guide future investments and developments.

For example: If feedback indicates that guests value eco-friendly practices, a hotel might decide to invest in sustainable technologies and certifications, appealing to environmentally conscious travelers and potentially qualifying for green incentives.

Frequently Asked Questions

Guest feedback provides valuable insights into guest satisfaction, allowing hotels to identify areas for improvement and enhance their service quality. This can lead to increased guest loyalty and positive online reviews, ultimately driving revenue.

Hotels can collect guest feedback through various methods, including guest satisfaction surveys sent via email or in-room after check-out, online review platforms, and guest comment cards.

Common themes include cleanliness, comfort, staff friendliness, amenities, and value for money. By analyzing these themes, hotels can prioritize improvement efforts.

By addressing guest concerns and exceeding expectations, hotels can encourage positive online reviews, a major factor influencing booking decisions. Additionally, feedback can help tailor hotel offerings and promotions to guest preferences.

Positive reviews build trust with potential guests, leading to increased bookings and potentially higher room rates. Studies show travelers are more likely to choose hotels with good online reputations.

Hotels should acknowledge and apologize for any negative feedback. They should then take steps to address the guest’s concerns and offer solutions to prevent similar issues in the future. A prompt and professional response can help mitigate the negative impact and potentially turn a dissatisfied guest into a loyal one.

If you believe a review is inaccurate, you can usually respond directly on the platform clarifying the situation. Maintain a professional tone and focus on factual details.


The impact of guest feedback on hotel performance cannot be overstated. It serves as a direct line to the customer’s needs and expectations, offering actionable insights that can drive improvements across various aspects of hotel operations. 

By effectively managing and responding to guest feedback, hotels can enhance their service quality, foster guest loyalty, manage their reputation, innovate services, improve operational efficiency, and make informed strategic decisions.

Steve Behrisch, President & CEO

Steve joined the OnRes Team as an account rep in 2008 and was promoted to VP of Operations a short time later. In 2011, Steve agreed to purchase OnRes and became President and CEO, and has been steering the ship since; achieving significant milestones such as rebuilding the reservation software from the bottom up, forging new partnerships, doubling the revenue, and much more…
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