How to Get 5-Star Reviews (And Handle the Bad Ones)

You earn five-star reviews by setting honest expectations, exceeding them during the stay, then asking at the right moment (usually a few hours after checkout). When a review does go wrong, respond calmly, fix the underlying issue, and let your reply speak to future guests rather than the reviewer.

Why are reviews your most valuable asset?

In serviced accommodation, reviews are currency. A property with 50 five-star reviews will outperform an identical property with no reviews, every single time. Guests trust other guests more than they trust your marketing.

In our experience the difference is hard to overstate:

• Most travellers say reviews influence their booking decisions
• Properties with strong star ratings tend to win noticeably more bookings
• A single negative review can quietly cost you a string of potential bookings

Getting reviews isn't luck, it's a system. The same system that makes your serviced accommodation website convert direct bookings also keeps your reviews flowing.

What is the 5-star framework?

Consistently earning 5-star reviews comes down to three phases:

1. Set expectations correctly (before arrival)
2. Exceed expectations (during the stay)
3. Ask at the right moment (after checkout)

Phase 1: How do you set expectations?

Accurate Listings

Most negative reviews stem from unmet expectations. Your listing should be:

• Honest about limitations: Mention stairs, parking distance, noise
• Clear about what's included: WiFi speed, amenities, extras
• Up-to-date: Remove anything that's no longer accurate
• Representative: Photos should match reality

Pre-Arrival Communication

Set the tone before they arrive:

• Send clear check-in instructions 24-48 hours before
• Provide local recommendations they'll actually use
• Ask about any special requirements
• Give them your contact details for any questions

Phase 2: How do you nail the guest experience?

The First 5 Minutes

First impressions are formed instantly. Ensure:

• Property is spotlessly clean
• Temperature is comfortable (heating/cooling on)
• Lights are on and welcoming
• Any promised extras are visible (welcome pack, etc.)
• Everything works as expected

Small Touches That Earn Big Reviews

• Welcome note: Personal, handwritten if possible
• Local treats: Biscuits, tea, coffee, wine
• House manual: Clear, helpful, well-presented
• Netflix/streaming: Already logged in
• USB chargers: By the beds
• Quality toiletries: Not miniatures

Proactive Communication

Check in (but don't be intrusive):

• Message on arrival: "Hope you found everything okay!"
• Mid-stay check for longer bookings
• Quick response to any questions (within the hour where you can)

Handling Issues During Stay

Problems will happen. How you respond determines your review:

1. Acknowledge immediately: "I'm so sorry about this"
2. Take ownership: Don't make excuses
3. Fix it fast: Same-day resolution if possible
4. Follow up: Check the solution worked
5. Compensate appropriately: Partial refund, future discount, or upgrade

The Last 5 Minutes

End on a high:

• Easy checkout process
• Thank-you message
• Offer to help with anything (taxi, luggage storage)
• Leave the door open for return visits

Phase 3: When and how should you ask for reviews?

Timing Is Everything

The best time to ask for a review:

• OTA bookings: 2-4 hours after checkout (while experience is fresh)
• Direct bookings: Within 24 hours of checkout
• Long stays: On departure day

How to Ask

Keep it simple and personal:

"Hi [Name], it was lovely hosting you! If you have a moment, a review would really help other guests find us. Here's the link: [link]

Safe travels, [Your name]"

What NOT to Do

• Don't offer incentives for reviews (against most platform policies)
• Don't be pushy or send multiple requests
• Don't ask only guests you think will leave 5 stars
• Don't ask before they've checked out

Automated Review Requests

Many channel managers and PMS systems can automate review requests. Set up a template that:

• Uses the guest's first name
• References their specific stay
• Makes leaving a review one-click easy
• Sends at the optimal time

How do you handle negative reviews?

The Emotional Response

Negative reviews sting. Before responding:

1. Step away from the keyboard
2. Wait at least 2 hours (or sleep on it)
3. Read the review objectively - is there any truth to it?
4. Draft your response, then edit

The Professional Response Formula

1. Thank them: "Thank you for taking the time to share your feedback"
2. Acknowledge: "I'm sorry your experience didn't meet expectations"
3. Explain (briefly): Context without excuses
4. Action taken: "We've since [specific improvement]"
5. Invite back: "We'd love the chance to provide a better experience"

Example Response

"Thank you for your feedback, Sarah. I'm sorry the heating wasn't working properly during your stay - that must have been frustrating on such a cold weekend.

We've since had our boiler serviced and added extra heaters to ensure this doesn't happen again. We'd love to welcome you back and show you the experience we normally provide."

When Reviews Are Unfair

Sometimes reviews are genuinely unfair or violate platform policies. You can:

• Report: If it violates review policies (false claims, wrong property)
• Respond publicly: Your response is for future guests, not the reviewer
• Learn: Even unfair reviews sometimes contain useful feedback

Never Do This

• Get defensive or argumentative
• Attack the guest personally
• Share private details about the booking
• Ignore the review entirely
• Leave a negative review in retaliation

How do you build a review collection system?

Track Your Reviews

Monitor reviews across all platforms:

• Airbnb, Booking.com, VRBO listings
• Google Business Profile
• Your website testimonials
• Social media mentions

Analyse Patterns

Look for recurring themes in feedback:

• What do guests consistently praise?
• What complaints appear multiple times?
• Are certain properties outperforming others?
• Does your review rate vary by guest type?

Continuous Improvement

Use reviews as a free improvement roadmap:

• Create a "mentioned twice" rule - if two guests mention something, fix it
• Invest in commonly praised features
• Update listings based on what guests value

How do you use reviews for direct bookings?

Getting reviews for your own website is harder but valuable. The whole point is to put your best social proof in front of guests who are about to book direct, where you keep the full booking value instead of handing a slice to the OTAs.

Collection methods

• Post-stay email with review request
• Review collection tools (Trustpilot, Reviews.io)
• Google Business Profile reviews
• Simple feedback forms

How should you display reviews effectively?

• Feature reviews prominently on your homepage
• Include photos if guests provide them
• Show recent reviews, not just best ones
• Display review sources (builds credibility)

This is where your own site does the heavy lifting. A Brick website lets you showcase your strongest reviews as social proof right next to your booking buttons, so a guest reads a glowing five-star comment and books in the same breath. If you are setting yours up, our guide to building a serviced accommodation website walks through it.

Your 30-Day Review Action Plan

Week 1:

• Audit all your current reviews
• Respond to any unanswered reviews
• Set up review monitoring

Week 2:

• Create/improve your welcome experience
• Set up automated review request messages
• Draft response templates for common scenarios

Week 3:

• Implement one improvement based on feedback
• Start tracking review rate and average rating

Week 4:

• Review and refine your process
• Set monthly review goals

Conclusion

Five-star reviews aren't given - they're earned through consistent excellence and systematic follow-up. Focus on exceeding expectations, responding professionally to any issues, and asking for reviews at the right moment.

Remember: every review is a marketing asset. The time you invest in earning great reviews pays dividends for years to come, especially when you put them to work on your own direct booking website.