New online reviews regulation: everything you need to know if you have a hotel

What really changes for you?

Let's get to the heart of the matter. The new online reviews legislation introduces some precise rules that you will need to keep in mind in the day-to-day running of your hotel or B&B.

First of all, from now on to leave a review you will have to prove that you actually stayed at the facility. No more anonymous comments or from people who have never walked through your door. Platforms will have to verify the identity and stay of the customer before publishing their review.

Another important change concerns the time available to write the review. Guests will only have 15 days from check-out to leave their feedback. This is to avoid those "cold" reviews that often arise from misunderstandings or situations that have long since been resolved.

More tools to defend against fake reviews

The new legislation finally gives you concrete tools to protect your reputation. If you happen to receive a blatantly false review-perhaps from someone who has never been your guest-you can quickly and easily request its removal.

But there is more. Even old reviews can be challenged, especially if they relate to problems you have since solved. Imagine this situation: a customer complains about slow Wi-Fi in 2022, but you installed a superfast connection in 2023. With the new regulations, you will be able to report that that comment is no longer current.

Beware of "award-winning" reviews

Here we touch on a delicate point. The new law explicitly prohibits any form of incentive for positive reviews. No more discounts in exchange for five stars, no freebies for those who leave a nice review. These practices, even if widespread, will be considered real violations.

The message is clear: reviews must arise spontaneously from the customer's experience, not from more or less veiled agreements. For you, it means having to focus even more on real service quality, because only truly satisfied customers will be the ones to leave positive feedback.

Who will monitor that the new regulations on online reviews are complied with?

The new legislation on online reviews does not leave everything to the common sense of the platforms. There will be two important authorities overseeing the proper functioning of the system: the AGCM (Competition and Market Authority) and AGCOM (Communications Guarantee Authority).

These entities will have the power to check that everything is working as it should and to apply fines for violations. The fines will be able to hit both platforms that do not do enough to filter out fake reviews and establishments that try to "cheat" with piloted reviews.

What can you do right away to prepare?

Now that we have seen what the regulations provide, let's move on to the practical part. Here are some tips so you won't be unprepared when the new rules go into effect.

• First, start by keeping an orderly record of all bookings. Having a clear track of who has stayed with you will be critical in proving the authenticity (or falsity) of a review.
• Keep asking your customers for feedback, but do it the right way. Instead of offering perks in exchange for positive reviews, create a sincere relationship with your guests. Explain to them how important it is for you to receive honest opinions that can help you improve.
• Learn to respond professionally to all reviews, especially negative ones. A polite and constructive response shows that you care about customer opinion and are willing to work to provide better and better service.

An opportunity for those who work well

At the end of the day, the new legislation represents a great chance for facilities like yours that focus on quality. In a cleaner, more transparent market, true professionals finally have a chance to stand out without having to compete with those who seek shortcuts.

Sure, it might seem like a challenging change at first, but think about the long-term benefits. Fewer fake reviews means a more authentic reputation, more trusting customers, and, in the end, more bookings for the truly deserving.