How to effectively promote an Adults Only hotel and increase online presence: targeted marketing strategies
June 21, 2025
Negative reviews and untrained staff: reputation damage and how to defend yourself now
June 25, 2025
If you run a hotel, you know how much the last-minute reservations can make the difference between a profitable season and a disappointing one. What perhaps not everyone considers is the critical role that reviews play in this process. Yes, because last-minute bookers are a special kind of customer: they need security, to feel reassured about the quality of service, and often do not have time for lengthy research. And that's where your online reviews come in.
See why and how you can use this dynamic to your advantage.
Why do reviews matter for those who book at the last minute?
When a customer is looking for a room a few days (or even a few hours) before his or her stay, his or her priority is to find a reliable establishment without risking any nasty surprises. Positive reviews become a guarantee, concrete proof that your hotel really delivers what it promises.
If you have a high average on TripAdvisor, Booking or Google, the customer will feel more confident booking with you, even if the price is not the lowest available. Conversely, if reviews are poor or mixed, even a great last-minute discount may not be enough to convince them.
Reviews and dynamic pricing: how to set the right price
One of the most useful tools for managing last-minute bookings is dynamic pricing, which allows you to adjust rates based on demand, seasonality and occupancy. But there is another factor to consider: your online reputation.
A hotel with good reviews can afford to maintain higher prices even in last-minute deals, because customers perceive greater value in their choice. Conversely, if reviews are average (or worse, negative), you will need to be more aggressive with discounts to attract bookings.
How to leverage reviews to optimize last minute bookings
Constantly monitor your online reputation
You can't improve what you don't know. Tools such as Google Alerts, TrustYou, or simply notifications from booking platforms help you keep tabs on new reviews and take timely action.
Always respond, especially to negative reviews
A customer who leaves negative feedback and receives no response feels ignored, and this discourages other potential guests. Responding professionally and proactively shows that you care about your guests' satisfaction and can even convert a negative review into an opportunity.
Encourages satisfied customers to leave a review
People who have had a positive experience often don't leave a review simply because they don't think about it. A follow-up email after check-out, perhaps with a small incentive (a discount for the next reservation, for example), can make all the difference. There are several ways to incentivize a positive review; we outline as many as 8 in this article.
Use reviews in your last minute marketing campaigns
If you have excellent reviews, highlight them in your last-minute promotions. A social media post with a positive testimonial or a sentence excerpted from a review can convince an indecisive customer to book now.
Conclusion: reviews and last minute, a winning combination
Last-minute bookings are a gold mine for hotels, but only if you know how to attract the right customers. Reviews are your digital calling card and directly influence the purchase decision of last-minute bookers.
Investing in your online reputation is not just about collecting feedback, but building trust with your guests. The more positive your reviews are, the more you can afford to maintain competitive (or even premium) prices even in last-minute deals.