The Facts About Hotel Review Scores and Rankings on Google
There is much chatter these days about TrustYou data on Google and what really drives improvements in the TrustScore, review summaries and local search rankings for hotels on Google.
In an effort to increase transparency, let's take a look at the facts:
- TrustYou provides hotel review scores (TrustScores) and review summaries for more than 300,000 hotels on Google. This is visible on Google when clicking the question mark next to the hotel's review summary. These review scores and summaries are calculated based on an analysis of quantity, quality and recency of reviews across the web as well as from the survey platform, TrustYou Stars. TrustScores and review summaries are also seen on hundreds of sites like KAYAK, Trivago, Hotels.com, Skyscanner, Wego, and more.
- Earlier this year, TrustYou launched TrustYou Stars, a first-of-its-kind survey solution that allows hotels to collect reviews that influence the TrustScore. This solution also allows guests to push their reviews to Google as a Google review that is shown on Google below the review summary.
What This Means for Hotels
Influence
Hotels that want to make use of all reviews collected from guest satisfaction surveys to influence TrustScores and review summaries can benefit from using TrustYou Stars. With TrustYou Stars, 100% of the surveys collected impact a hotel's TrustScore and review summary, and typically about 10% of guests will also push their review to Google as a Google review, impacting the TrustScore as well as the full text Google reviews that are shown on Google below the review summary. Clients using TrustYou Stars see 8% higher review scores compared to reviews from other sources, and on average about 50% of all reviews ever posted about a hotel come from TrustYou Stars when using this product.
Scope
Because reviews from TrustYou Stars are analyzed and integrated within a hotel's TrustScore and review summary, they influence TrustYou's entire review eco-system (Google, KAYAK, Trivago, Wego, etc.) which reaches hundreds of millions of travelers a month.
Website Optimization
Hotels have the opportunity to use TrustScores, review summaries and full text reviews from TrustYou Stars to improve their own websites as well. TrustScores and review summaries can be annotated as rich snippets to promote your hotel on Google and encourage travelers to book (more on that here). TrustYou Stars reviews can also be incorporated onto a hotel's own website for SEO benefits and to encourage more direct bookings.
Search Rankings
To understand how this all impacts a hotel's rankings on Local Search and Maps, let's look at a recent Google blog post that explains the three key factors that influence rankings on Local Search and Maps. Google states that:
"Local results are based primarily on relevance, distance, and prominence."
The blog post then provides more detail on each of these factors. Relevance is described as how well a hotel's local listing matches a user's search criteria. The way to impact a hotel's relevance is by updating your hotel's business listing and through review snippets (TrustYou's review summaries). Google links to a second blog explaining this in more detail, here.
Google also states the following:
"Google review count and score are also factored into local search ranking—more reviews and positive ratings will improve a business's local ranking."
Since TrustYou Stars allows hotels to influence their review count by collecting more reviews on Google, hotels could expect this factored into the local search ranking. We have released a couple of interesting case studies around this topic here and here.
Truly desiring that our partners succeed in ways even beyond reputation, we have also launched All Things Google: A Guide For Hotels, a free eBook dedicated to helping hotels understand the why and how of increasing Google visibility - from hotel ads to the new mobile interface.
About TrustYou
TrustYou's mission is to help make customers happy. Happy customers are loyal, spend more, and talk positively about their experience. To achieve this goal, TrustYou turns insight into impact with three category-leading platforms:
- The Customer Experience Platform (CXP) helps to improve quality and rankings based on surveys and reviews across the web, respond to all feedback with the help of AI, and actively market your reputation.
- The Customer Data Platform (CDP) helps to merge customers' footprints into single profiles, understand your audiences, market to them, and measure the success of campaigns and messages.
- The chatAI platform helps to provide answers faster than humanly possible, ensure personalized recommendations for more bookings, and lower operational costs.
Learn more at www.trustyou.com.
Katharina Heitmann
Marketing Director
+49 89 54 80 29 25
TrustYou
