Every hotelier knows that glowing reviews feel good. But here’s the thing: they’re not just pats on the back. Guest feedback is one of the most powerful marketing tools you already own.
Instead of keeping praise (and even constructive criticism) tucked away in your inbox, you can turn it into content that builds trust, showcases your brand personality, and convinces future travelers to hit “Book Now.”
Here are three proven ways to transform guest feedback into content that actually sells.
1. Turn 5-Star Reviews into Shareable Stories
Reviews aren’t just text on a booking site—they’re social proof. Guests want to hear real voices, not just polished ad copy.
- Quote Graphics: Take a standout line from a review (“The rooftop view was unforgettable!”) and pair it with a photo of your property. Share it on Instagram, LinkedIn, and your website.
- Video Testimonials: Invite happy guests to share a 30-second clip about their stay. Authenticity sells more than any glossy ad.
- Carousel Posts: Combine multiple reviews into one post for a “what guests are saying” roundup.
The result? Potential guests see your hotel through the eyes of people who’ve already loved it. That builds instant credibility.
2. Use Repeat Guest Emails for Blog Content
If someone stays with you more than once, it means you’ve done something right. Their stories can become the backbone of compelling blog posts like:
- “Why We Came Back: A Guest’s Perspective”
- “How One Family Made Our Hotel Their Annual Tradition”
- “From Business Trip to Family Vacation—Why Travelers Keep Returning”
These blogs not only highlight loyalty but also help new guests imagine themselves becoming regulars. And since repeat guests often mention small details they love (the cozy lobby, the staff’s kindness, the cocktail menu), you’re showing off unique selling points without sounding salesy.
3. Identify Themes & Create Reels Around Them
When multiple reviews mention the same thing—say, your spa, your breakfast, or your location—it’s a sign to double down.
Create content like:
- Instagram Reels/TikToks showing your famous breakfast buffet with overlay text: “The #1 thing our guests rave about.”
- Stories highlighting upgrades you made based on guest suggestions. (e.g., “You asked for more vegan options—we listened!”)
- Before & After posts showing design improvements or new amenities directly tied to feedback.
This not only shows responsiveness but also turns guest voices into a dynamic storytelling tool.
Why This Works
Travelers trust other travelers more than they trust ads. By amplifying guest voices, you’re creating content with built-in credibility. And when feedback drives improvements, you get to show off a property that’s always evolving to meet guest needs.
The bottom line: your next great marketing campaign isn’t sitting in a brainstorming doc—it’s already in your inbox.
Want help turning guest feedback into content that drives bookings?
At Lumos Host, we specialize in transforming reviews, emails, and surveys into powerful marketing that works across social, blogs, and ads. Let’s make your guest stories your biggest sales tool.
