Expert advice on managing your online reputation

Do you think your venue's reputation depends solely on the Google reviews left by your guests? It is also shaped by the way you respond to those reviews—and by how well you anticipate them. Chloé Sourioux, a marketing expert at the WiZiu Group, shares five practical tips for managing your online reputation effectively.

What Makes a Good Reputation?

An hotel’s or restaurant’s reputation cannot be reduced to a simple online rating. It is built on several complementary factors that need to work together in balance.

1. The Visible Perception of the Establishment

While a Google rating remains an important indicator, it is not enough on its own to build a trustworthy reputation. As Chloé points out, the volume and recency of reviews are just as important in shaping how potential guests perceive an establishment: “A 4.8 rating based on three reviews is less meaningful than a 4.6 rating based on 850 reviews!”

2. Consistency Between Promise and Experience

Customer reviews help determine whether the experience delivered truly matches the positioning promoted by the hotel or restaurant. “Reviews validate, or invalidate, the marketing message we put in place.” To avoid any disconnect, an establishment positioning itself in the upscale segment should, for example, receive comments highlighting the elegance of its décor, the quality of its service, or the attention given to guests.

3. Every Interaction with Customers

Reputation is also shaped by the way a business interacts with its customers. This includes review responses, but also conversations across social media platforms. Instagram and Facebook comments, private messages, and emails all play a role. “Social media is an extension of customer service", Chloé reminds us.

4. The Way You Handle Criticism

Finally, having a good reputation does not mean avoiding criticism altogether. What truly matters is how an establishment responds to it. “Reputation is not about having only positive reviews or never receiving criticism. It’s primarily about how you respond to feedback, both publicly and privately.” Now, let’s move on to some practical advice!

“Reputation is not about having only positive reviews or avoiding criticism altogether. What truly matters is how you respond to feedback—both publicly and privately.”

5 practical tips for staying in control of your online reputation

THINK BEYOND REVIEW PLATFORMS

Many establishments closely monitor their Google or Booking.com reviews but overlook a crucial part of the conversation: social media. As Chloé points out: “Private messages and social media comments are often the first place where customers express their frustrations—before they ever post an official review.” She recommends adapting your approach to the channel being used:

• Review platforms: responses contribute to your long-term reputation. They should be structured, thoughtful, and professional, as they will remain visible for a long time.
• Social media: the approach should be more conversational. The goal is to respond publicly to show that the issue is being addressed, then continue the discussion through private messages.

ALWAYS RESPOND TO POSITIVE REVIEWS

Have you ever made this common mistake? Taking the time to respond to complaints while ignoring compliments. Positive reviews are a valuable opportunity to extend the customer experience and strengthen guests’ sense of connection with your establishment. A good practice is to reference a specific detail mentioned in the review to personalize your response. This helps customers feel recognized and appreciated. Beyond customer relationships, these interactions also have a direct impact on online visibility. Algorithms tend to favor business profiles that generate engagement, making regular responses to reviews especially worthwhile.

In short: “The more interactions you have, the more visibility you gain.”

ENCOURAGE CUSTOMERS TO LEAVE REVIEWS

As we've seen, a strong reputation—and the visibility that comes with it—depends largely on the volume of reviews available online. So how can you encourage guests to take action? Across WiZiu hotels, several subtle tools are used to invite customers to share their experiences without being intrusive: QR codes displayed in guest rooms, signage at reception desks, posters in elevators, discreet visual reminders throughout the property. “The idea is to plant small seeds that encourage guests to leave a review, without ever pressuring them”, explains Chloé Sourioux. Some initiatives can even become a point of differentiation. In one eco-friendly hotel within the group, for example, the QR code linking to the review page is printed on a wooden cube made from reclaimed material scraps.

IDENTIFY RECURRING ISSUES—AND ANTICIPATE THEM

Customer reviews are also a goldmine of information for identifying friction points within the guest experience. Chloé shares an example from her own experience: in several city-center hotels, limited parking availability repeatedly appeared in customer feedback. Through monitoring and analysis, teams were able to assess the scale of the issue. Rather than ignoring the problem, they chose to address it proactively by implementing:

• A clear notice on the website
• Practical parking recommendations nearby
• A partnership with a neighboring car park offering discounts to guests

The same principle applies during exceptional situations. For example, when renovation work is taking place, review responses can openly acknowledge any inconvenience while emphasizing its temporary nature.

As Chloé concludes: “The goal is to reassure guests without downplaying the issue.”

MAINTAIN A RESPONSE FRAMEWORK, BUT ADAPT YOUR TONE

To respond effectively to reviews, WiZiu teams follow a simple five-step structure:

• Thank the customer for their feedback.
• Acknowledge the issue.
• Provide an explanation when necessary.
• Mention any corrective actions taken.
• Offer to continue the conversation privately.

This framework helps ensure responses remain professional and consistent. However, the tone should always be adapted to the situation. An emotional review requires empathy. A factual complaint calls for a precise and informative response. An aggressive comment often demands greater restraint and composure. Most importantly, overly standardized responses should be avoided.

“The key to reputation management is adaptability”. Because, ultimately, an establishment’s reputation depends on something very simple: maintaining a genuine human connection with its customers.

To learn how to adapt your tone when responding to reviews, read our dedicated article.