In a competitive travel destination, one of the most pressing questions for tour operators is: How can I stand out from the competition? How can I make my tours shine? The answer lies in one powerful tool—reviews.
Reviews have a profound impact on how potential customers perceive your tours. We’ve all seen how critical they are on Online Travel Agencies (OTAs). Not only do travelers look at the overall rating, but they also pay close attention to the most recent and relevant reviews. In a world where first impressions often happen online, your reviews can make or break a booking.
The Power of Reviews: Beyond Just Ratings
Building a relationship with your customers that extends to them leaving a review can be incredibly beneficial. Responding to reviews—whether positive or negative—provides valuable insights into what’s working, what needs improvement, and what additional offerings might appeal to future guests. It’s also a chance to reinforce your commitment to excellence and connect with your audience on a personal level.
But the real question is: How do you encourage guests to leave reviews, and which types of reviews should you aim for? Reviews are not just about boosting your brand’s reputation; they’re also a crucial factor in driving revenue. The challenge lies in effectively capturing these reviews in a way that feels natural to your guests.
The Traditional Approach: Why It’s Losing Effectiveness
Traditionally, tour operators have relied on systems like the EZ Booker Pre/Post Tour module to send review requests via email after the tour concludes. This method, borrowed from the hotel industry, once proved effective. However, in today’s fast-paced world, this approach is losing its impact.
After a memorable tour, most guests, especially younger ones, are unlikely to wait for an email to leave a review. The day after, unless the experience was either extraordinarily amazing or exceptionally poor, most guests will skip writing a review altogether. This is evidenced by recent data: out of over 30,000 review request emails sent in 2024, only 800 guests responded by leaving a review, and of those, only 300 took the time to write anything meaningful. The rest left a simple star rating.
Clearly, the traditional email approach is falling short. So, how can you effectively capture more reviews?
A Modern Solution: EZ NFC Cards for Seamless Reviews
One of the most innovative and effective solutions we recommend is using EZ Booker NFC cards. These cards leverage modern smartphone technology, allowing guests to instantly access a review link using contactless NFC (Near Field Communication) technology. The benefits of this approach are numerous and far-reaching.
Why NFC Cards Work:
- Instant Engagement: Unlike emails that can be easily ignored or lost in the inbox, NFC cards provide an immediate and seamless way for guests to leave a review. As soon as they tap the card with their smartphone, they’re directed to your review page.
- Website Traffic: The NFC link can direct guests to your official website, which not only boosts your page’s indexing but also creates an opportunity for guests to explore more of your offerings.
- Multiple Review Platforms: By opening the review page on your website, you can provide guests with options to leave reviews across multiple platforms—OTAs, Google Business, or your personal business profile. This flexibility increases the likelihood that they’ll leave a review where it matters most to you.
- Employee Accountability and Incentives: NFC cards allow you to track which employee facilitated the review, enabling you to reward staff for securing positive reviews. This can be a powerful motivator, especially if you offer bonuses for five-star reviews.
- Multiple Reviews per Group: If a reservation involves a group of 10 people, an OTA might only count this as one review. However, with NFC cards, you can encourage each individual to leave their own review, potentially generating 10 favorable reviews on your business profile.
The Impact of Reviews on Your Brand and Pricing
Smart travelers often research beyond what’s presented on OTAs. They’ll look for your business’s online presence, particularly on Google Business. A well-maintained profile with numerous positive reviews serves as a powerful endorsement, influencing potential customers to choose your tour over others.
When it comes to pricing, favorable reviews allow you to justify premium rates. Just as guests won’t book a poorly reviewed service even if it’s free, they’re willing to pay more for a quality experience backed by genuine, positive feedback. Reviews, therefore, are your answer to standing out without resorting to price cuts.
Conclusion: Reviews as Your Competitive Edge
In the crowded travel market, standing out isn’t just about offering a unique tour—it’s about proving the value of your offering through the voices of your satisfied customers. By shifting from traditional review collection methods to modern tools like NFC cards, you can capture more reviews, enhance your brand’s online presence, and ultimately boost your revenue.
Don’t underestimate the power of reviews. They’re not just a measure of your service quality; they’re a key strategy in differentiating your business and commanding the prices your tours deserve. With the right approach, you can turn every satisfied guest into a brand ambassador, helping you shine in even the most competitive destinations.
