Ramada Downtown Dubai suite. Ramada Downtown Dubai suite.

4 Don’t forget: You can now reply to guest reviews on many more sites than just TripAdvisor, e.g. Expedia and Hotels.com – make sure your voice is heard. Also check your feeder markets to see whether they have popular review websites and understand which sites carry more weight in your target markets, e.g. HolidayCheck is very influential in Germany, Holidays Uncovered is fairly popular in the UK.

5 Start sharing your hotel’s positive online reviews with your fans and followers via Facebook, Twitter or Google+ – or go a step further and share paper-based comments, too, like the Hatta Fort Hotel on Facebook. Regularly remind your Twitter, Facebook, LinkedIn, or Google+ connections to provide feedback – you’ll be surprised how many positive comments you get.

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