Google has become the first step for every customer looking to decide where to stay or eat. Before making a booking or visit, a search almost always comes first, where reviews act as an invisible “advisor.” It’s no coincidence that they have now become a decisive factor in decision-making.
Beyond providing an immediate impression, reviews also affect your business’s ranking in local searches. The more and more positive they are, the higher the chances of appearing on Google Maps or in organic search results. The very words your customers use in their reviews—such as “cleanliness,” “friendly staff,” “fast service”—enhance Local SEO and help attract new audiences.
Social approval and trust
Reviews are more than just a series of stars. They serve as a form of social proof, building trust even before a customer enters your premises. A hotel with hundreds of positive reviews signals consistency and reliability, while a restaurant with numerous comments about food quality or the warmth of its staff immediately stands out from the competition. Equally important, reviews are a tool for improvement. Negative comments about cleanliness or service speed highlight issues you might not have noticed otherwise. Responding professionally shows that you listen and care, turning dissatisfaction into an opportunity for improvement and a positive image.
From reviews to revenue growth
One of the biggest advantages of reviews is that they appear exactly when a customer is searching for you or your competitors. Ratings and recent comments show up even before they visit your website. In this way, they act like free advertising that has a real impact on bookings and sales. It’s no surprise that studies show even a small increase in ratings can significantly boost the revenue of a hospitality or restaurant business.
How to encourage more reviews
Providing a great experience is the first step. The second is helping customers express it publicly. The best time to ask for a review is when the customer is visibly satisfied—after an enjoyable meal or a comfortable stay. A polite comment or a simple reminder via email, SMS, or even a QR code on the bill can make the process easy and quick.
A personal approach works better than mass reminders. A customized message that refers to the customer’s specific experience significantly increases the likelihood of them leaving a review. Your staff can also play an important role: a waiter or a front desk employee politely asking a satisfied customer to share their opinion often “seals” the experience in the best possible way.
However, it is important to follow the rules: Google prohibits offering rewards solely for positive reviews. What you can do is explain to the customer how valuable their feedback is for improving your business and for helping other consumers.
Turn reviews into an advantage
Google reviews are not just a “nice-to-have.” They are a strategic tool that impacts your business’s reputation, visibility, and revenue. In the hospitality and restaurant sectors, where experience matters more than anything else, reviews can make the difference between merely being present in the market and running a business that truly stands out.
With the right strategy—asking for reviews at the right moment, making the process easy, and always responding respectfully—you can turn this tool into one of your most powerful allies for growth and reputation.