Booking.com trends and insights: Six ways to increase guest referrals to your hotel

In the competitive world of hospitality, delivering exceptional experiences and exceeding expectations is a must to get glowing reviews. In a recent survey, Booking.com asked 32,300 travelers across 32 markets to tell us what encouraged them to recommend a specific hotel to others. Here we reveal what influenced their feedback.

Give your guests value
Value for money came in as the most important aspect in recommending a property, with 55% of votes globally. When comparing responses between different age brackets, baby boomers are most influenced by value. For millennials, it’s less of an issue when reviewing hotels they’ve visited.

Understanding whether you offer value involves considering various factors like price, service quality, and guest value. Do some cost comparisons with competitor properties and think about your target markets. Attentive service and clean facilities can also make guests feel that their money was well spent.

Maximize your hotel’s location
Globally, location (54%) comes second to value when looking at reasons to recommend a property, but in Latin America, it stands out as the most likely to influence a recommendation. 

There are some simple ways to maximize your location, which in turn will boost your chances of guest referrals. Advertising what’s available—either inside or near your property—helps your guests plan their itinerary and make the most of their trip. As a local, you know your area best. Tell guests about local landmarks and restaurants, as well as any events and festivals that take place throughout the year. Finally, providing clear directions for finding your property is vital to set expectations and to prevent both confusion and bad reviews.

Tip: If you don’t already, consider offering transportation to and from your property – and make sure you let potential guests know about it by updating your facilities on the Extranet. If that’s not an option, provide taxi numbers, bus schedules, and walking routes for convenience.

Offer unforgettable culinary experiences
Just under half (42%) of hotel travelers said that good food and beverage options would prompt them to make guest referrals. This is especially important to bookers from Asian markets, with 44% of Asian travelers—the highest of any region—likely to include a food experience in their trip itinerary. 

Providing tempting food and drinks in your hotel restaurant and access to fully stocked minibars can leave a lasting impression on guests. Friendly and knowledgeable staff are also a key ingredient in review success. Room service plays a valuable role in terms of convenience and satisfaction as well.

Provide bedroom comforts
Room quality racked up 32% of votes globally, highlighting an expectation for a well-furnished and maintained bedroom. 

To prevent any misunderstandings, be clear about the room type booked and the facilities included. If you’re not at full capacity, a free room upgrade is sure to put a smile on guests’ faces. Perhaps most important of all is cleanliness. Without it, you risk bad reviews and missing out on guest referrals.

Make guests happy with thoughtful amenities
Amenities (29%) is another important factor that encourages travelers to recommend a property. In particular, Portuguese and South Korean travelers are much more influenced by a hotel’s amenities when leaving a guest referral.

In the top spot for the most valued hotel amenity in 2024 is air conditioning. Keeping your guests at a comfortable temperature in both communal areas and their rooms is key. Our research shows that other high-ranking amenities include dining, 24-hour check-in, and device connectivity.

Extend a helping hand
In the sixth position is customer service – a notable factor in swaying guests to recommend a hotel to others. Argentinians and Colombians vote it highest.

Customer service that goes above and beyond customers’ expectations is fundamental to a memorable hotel stay. Making a note of anniversaries or birthdays, recommending the best places to eat out, and leaving complimentary in-room gifts all add up. It doesn’t need to take hours or cost a fortune to create an experience that guests are eager to share.

Increase your chances of positive feedback
You can increase guest referrals by providing exceptional service and memorable experiences. Encouraging positive reviews and creating genuine connections also play key roles in driving recommendations. Act on these traveler insights to maximize your chances of success.

RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report

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