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Why Google Reviews Are Essential for a Hotel’s Reputation and Revenue
Jérôme Rolli
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Feb 6, 2025
In the hospitality industry, online reputation is crucial. Before booking, most guests check reviews, and Google stands out as the most influential platform. With reviews integrated into search results and Google Maps, it directly impacts a hotel’s visibility and bookings. A high rating can boost revenue, while a poor score can hinder it. This article explains why Google Reviews matter and how to optimize your presence on the platform.
The importance of online reviews for hotels
Choosing a hotel rated 4.5 stars over one with 2.5 stars is a common practice. According to a study by BrightLocal, 87% of consumers read online reviews to research local businesses, and 73% of young adults state that online reviews directly influence their purchasing decisions. Additionally, 81% of consumers check Google reviews before visiting a business, and 52% expect a minimum rating of 4 out of 5 before considering a service.
These statistics show that online reviews can make or break your business. Travelers trust online reviews as much as personal recommendations.
Why focus on Google reviews?
Not all online reviews carry the same weight. You likely receive reviews on TripAdvisor, Google, Expedia, Yelp, Booking.com, and maybe even Facebook. While all are important, your main goal should be to gather a high number of positive reviews on your Google Business Profile.
The reality is that Google gives significant importance to reviews left directly on its platform. These reviews have a greater impact on your ranking in Google Maps compared to those published on other sites. Positive Google reviews will help your hotel appear higher in search results. While platforms like Expedia, Booking.com, and TripAdvisor also influence Google Maps rankings, they do not carry the same weight as Google’s native reviews.
Google’s dominance in search engines
It is clear that reviews are crucial for hotels, but it is equally important to focus your reputation management efforts on the platform with the greatest impact: Google.
With Google controlling around 89% of the global search engine market as of January 2025, it’s easy to understand why its review system is gaining even more significance, even surpassing TripAdvisor. Google dominates the search engine space, and its review system is directly integrated into its search engine and maps.
When most people begin searching for a local business, Google My Business provides almost everything they need—location, opening hours, phone number, website, pricing, and reviews. Why look elsewhere when all the information is available in one place?
It is undeniable that Google is a massive company with an extensive reach. Users may also perceive Google reviews as more trustworthy, as reviewers are verified through their Google accounts and location services, reducing the likelihood of fake reviews skewing ratings.
