Hotels tend to be right at the forefront of the user experience. They're our home from home, a place where we seek to unwind and enjoy ourselves, or often our oasis in a strange new place - so it makes sense that hotels and hospitality strive to make the experience as enjoyable and stress free as possible. 

Modern digital experiences have been part of the hotel experience for many years now. First with things like on-demand TV, and now increasingly with self-service or keyless entry.

More than ever, hotel digital signage is a big part of the guest experience. And it's not as difficult to roll out as you might think.

After all, hotel digital signage is the use of TV screens or monitors, powered by cloud-based digital signage software, to display information and media throughout a hotel. It’s particularly important fort the hotel experience today because it lets you share information quickly and seamlessly, adding to the premium luxury experience.

So how can you leverage digital signage in your hotel right now?

When it comes to check-in, the human touch is usually appreciated. We all like a friendly face and warm welcome. But in some situations, we just want to get to our rooms as quick as possible without needing to queue or waiting for the receptionist to finish explaining things.

Increasingly, hotels are using digital signage kiosks to enable guests to check-in, get their keys and even upsell them services such as breakfast or loyalty cards.

You don't even need an actual kiosk for this - a simple desk or wall mounted touchscreen with the correct software installed will do the job.

The beauty of digital signage is that when no one wants to use the screen (check in usually occurs within a short time period for most guests), it reverts to whichever playlists and schedules you’ve set up.

One screen: multiple great first impressions.

A great guest experience requires engagement. But taking each customer through the list of selling points could take a while. In peak periods, digital signage becomes another arm of staff members ready to fill  guests in on everything they need to know. 

Real time welcome information displayed on lobby screens, could include check in waiting times, restaurant opening hours, local travel updates and even upgrades or offers available. While guests are waiting to check in, or for a taxi, they get prime viewing seats on everything your hotel has to offer.

This information can be updated as often as needed, too. With a signage system like ScreenCloud, you could set up a Google Slides presentation  of key information. If something changes, there’s a delay or you’re  fully booked, it would take two seconds for someone to open the  presentation, update the information and get it showing on screen.

Technology like this is really easy to setup, and you don't need to run a smart hotel to use it.

Digital Signage Google Slides app on ScreenCloud

3. In-room services for a better guest experience

What do you expect when you turn on the TV in a hotel room? At best,  you might see a “Happy Anniversary Mr & Mr Smith” message, at worst a  simple “Welcome to the hotel” homescreen.

Hotels still using these bland, irrelevant displays are missing a trick. With the rise of cloud-based digital signage solutions every screen in the hotel can be controlled from one central system.

This makes grouping screens  and applying changes to them all simultaneously, super easy. On the  flip side, personalization is far more achievable. For example, wouldn’t  it be more engaging if, on entering your room, you saw a personalized  welcome message, plus the hotel’s Instagram feed, plus the latest  headlines, plus a live dashboard of travel information?

This information is genuinely useful. It could also be tailored  depending on the guest’s purpose. Staying for business? Show travel  information, the hotel’s conference and business facilities and the  latest world headlines. Arriving for pleasure? Why not list the nearest  restaurants, the hotel bar opening times and a list of Yelp reviews from  recent hotel guests.

In-room services should be tailored and above all, interesting, if you don’t want guests to turn the TV straight off.

The idea of the concierge service in hotels is that you have any  information you may need at your fingertips. But the concierge is only  human (at the moment any way). As much as they swot up, you could still  ask something that throws them. When you introduce a digital screen,  both the concierge and the guest, have the information they need at  their fingertips.

It also means that the right person is on hand at all times to answer  questions. The hotelier doesn’t have to worry about break times, or  having a concierge with specific expertise because the digital screen  has it all.

Many hotels and resorts offer a range of services, from a choice of bars and restaurants to spas, children's playrooms and entertainment venues. For your newly arrived guest, making sense of it all can be overwhelming - especially if they're at the end of a long journey.

Hotels try to make it easier with signs, but the rise of digital signage for wayfinding can make the entire experience much more seamless.

One central screen can display all of your services, with schedules for events, or real time display notifications for maintenance. You can also position screens in your lobby or waiting area with relevant information to guide guests.

Screens can also highlight locations of your services. A great example might be a screen for your main restaurant, showing opening times and a QR code for booking a table. Or you might also have a screen by your beauty spa highlighting treatments, prices and special offers.

And of course theres also the option of displaying a map to make it much easier for guests to get around and discover all that you have to offer!

By their very nature, hotels are part of the travel experience. And if you've ever found yourself in a hotel in a strange city, you will likely have wondered how easy it is to get to that big tourist attraction, or if there is a bus that goes to the nearest beach.

As hoteliers, you can make it easy for guests to venture out and discover local sights with digital signage.

Sharing real time travel updates or transit connections on digital signage screens can make a huge difference to the guest experience.

Stream live arrivals at the local metro, bus or train stations; display local traffic info; or simply highlight local attractions and the time it takes to walk to them.

Our own Transport app is great for displaying local public transportation options. Airport hotels might also want to display flight information using our Flight Schedules app. 

If you're setting up hotel digital signage then adding in travel information is a simple and very useful step for your guests.

Read More: Transportation digital signage

7. Emergency notices with digital signage solutions

Digital signage is a great emergency response tool, using an automated system to display local alerts. This can be especially useful in the case of adverse weather or breaking news issues which might affect your guests. 

Our Emergency Alerts app is designed to send out announcements as part of an existing Mass Alert Platform. This is triggered by a common alert protocol (CAP) and can also display useful information such as evacuation orders.   

With emergency alert digital signage, text displays can be combined with audio, to reach even those with  limited sight or hearing ability. Notices can be prepared in advance (for example, in anticipation of adverse weather), automated by the CAP or content can be launched in minutes using our Quick Post app. 

Hotels and resorts are in a unique position, playing host to hundreds or thousands of out-of-town visitors every year. This means that visitors are often looking for local services, the best restaurants, tours or event tickets - and they'll often ask hotel staff for help.

Digital signage offers a powerful way to display content from local partners such as:

There are several ways to present promotional content on your digital signage.

One method is to have specific screen, or screens, setup with the purpose or promoting these services. This would cycle through the content on a loop with the option to change screens or schedule content at specific times if needed.

Another way would be to have a 'zone' on your signage displaying the promotional content. For example, you might have a screen which displays animation schedules, but with a box advertising a local company.

You could also include a promotional slide (or slides) as part of your hotel information slideshow - for example displayed as part of your in-room welcome digital signage.  

We've all seen (and probably shared) Instagram or TikTok holiday shots. Why not use those to the advantage of your hotel business?

Social media walls are often used at events, in conjunction with a branded hashtag, to showcase all the fun that people are having. You can use this to share guest pictures on your in-hotel digital signage and, of course, to add to your hotel socials.

A great way to build more of an online buzz and show off your hotels best features online.

Instagram for Business: Our native Instagram integration which pulls content from your Instagram account.

Walls.io: A popular subscription based social media aggregator which can display content from various social media platforms.

Strea.ma: Our own social media wall app for Instagram, Facebook and Twitter(X).

Facebook Business Feed: An easy way to share content from your latest Facebook posts.

All of these apps are easy to use and give you the ability to curate content from socials to display on your hotel digital signage. 

Everyone knows that the hospitality world thrives on good reviews - especially guest reviews from hotel review sites. And hospitality digital signage offers a double pronged benefit.

For one, you can display your reviews on your signage, with our TrustPilot and Google Reviews apps giving you the option to show your latest and best five star feedback.

But these apps can also be used to encourage guests to leave their own feedback. 

Our TripAdvisor app includes a QR code for guests to scan and leave their reviews easily.

Many hotels offer additional services that might need reserving - whether thats a spa treatment, dance classes by the pool, or even a day trip. With digital signage you can easily display the schedule and a quick link to the booking page using a QR code.

One study found that diners in restaurants tend to book on the day - and we think that also applies to events. Especially those in hotels.

So make it easy to both see what is happening and to book in by using hotel digital signage. 

The Cosmopolitan of Las Vegas recently installed eight floor-to  ceiling video walls that played a stream of mirrored videos, giving the  illusion of a much bigger space. This content is also paired with  photography and film from local artists, that tell stories and most  importantly, get all eyes on the screen.

While digital screens are great at providing information, we shouldn’t ignore their role as flexible art displays.

In healthcare, digital wall art is being used to inspire better health  and reduce nerves. Within a bar area, restaurant or ambient space,  screens are a great way to create a specific look and feel that will set  the scene for guests. Their flexible nature means you can create  seasonal displays, turn your walls into a specific setting depending on who is in the hotel at that time or change the look and feel of your  space as often as you like.

Check out our guide to setting up hotel digital signage.

Many hotels (and other businesses for that matter) stream live news to their guests. And while this is often seen as the best use of screens in public spaces, not everyone wants to be greeted by rolling news coverage.

This is where digital signage opens up a massive realm of possibilities. Connect to your choice of live broadcasts from a variety of sources, whether thats webcam footage of your locality, or specialist streaming news.

Webcam footage from the mountain in a ski resort

Connecting to NASA TV or National Geographic in a family holiday resort

Displaying highlights from curated channels during a sporting event

What are the best ways to use hotel digital signage right now? We look at some common and unique ways to improve the guest experience with digital signage.

Easy ways to get digital signage going in your hotel.

14 Uses for Hotel Digital Signage Right Now

The pub is not just a British and Irish cultural institution, but has become a bit of a global trend too. These days you'll spot the British or Irish style pub everywhere from Spain to Singapore, or from Boston to Bangkok. The same goes for sports bars and even night clubs; these are venues that thrive on atmosphere, social connection, and entertainment.

Wherever your pub or bar is, chances are it's a buzzing hive of social activity. Screens in these spaces are nothing new, but increasingly they’re being used for more than just showing live games. Digital signage is helping venues share messages beyond sports schedules and drinks prices, from DJ lineups to themed events.

We're going to dig into how digital signage for pubs, sports bars, and night clubs can be used more effectively, and how to set up great club or pub digital signage.

How to use digital signage in pubs and night clubs

Digital signage in pubs or clubs basically means using TV screens to display whatever notices you want to use. It can also be used in tandem with live IPTV (internet streaming TV) so you can display other elements on your screens beyond just the game or the news.

Some of the most popular ways to use digital signage across these venues are:

Still using a chalkboard to mark up your best-selling items? Switching to digital menu boards makes it easy to showcase food, drinks, or cocktail menus in a way that grabs attention. For night clubs, this could be bottle service promotions or happy hour deals. 

Updating your menus is simple too; the digital menu board app gives you an easy way to create, edit and design digital menus, or you can upload your own JPEGs, or use something like a Google Slides template.

Digital signage is a powerful way to share upcoming events and keep your regulars engaged. In pubs and sports bars, this may mean quiz nights, live music, or weekend sports screenings. For night clubs, you can spotlight themed nights, guest DJs, or special events to drive more attendance. Professional-looking slides are easy to create with tools like Canva or our QuickPost app, even if you don’t have any design skills.

As well as using digital signage to advertise your own events, you can sell advertising slots to the brands that want to get in front of your customers.

A popular example of this is drinks brands, event sponsors, or even lifestyle brands who might want to highlight a new product, or a promo. Add a QR code and customers can interact directly with your partners while you track engagement with analytics for proof of play.

If your venue is active on social media, it’s easy to repurpose your social content for the screen. Sharing your Instagram gallery or Facebook posts will promote your special features and encourage more people to follow your brand online.

You can also share TripAdvisor scores, Google and Facebook reviews, Yelp reviews and highlight specific feedback or testimonials to help more people not only read your great reviews, but to share their own too.

Read More: How to Use Google review signs on your screens.

Sometimes, screens are there to add to the atmosphere rather than push promotions. In pubs and sports bars, this could mean live sports scores, breaking news, or even traffic updates for guests heading home. 

For night clubs, ambient visuals, countdowns to headline DJs, or live-streamed sets from other venues can keep the vibe going and make the experience feel bigger. You can even stream from YouTube or IPTV channels to keep your screens fresh and dynamic.

Find out other ways to stream live content.

Digital signage can be critical  in the event of an emergency. You can easily connect our emergency alerts app to display information about anything from local incidents to weather alerts and much more.

Read more: Emergency alerts digital signage.

How to set up digital signage for your sports bar or night club

Setting up digital signage in your venue  is as simple as mounting a few TV screens and connecting to your chosen software. Here's how...

Whatever your choice of screen, you will be able to connect it to your software via a wifi connection. We recommend professional grade TV screens as these are built for more demanding environments and all-day displays.

Once you've mounted your screens you'll need to connect to your digital signage software. Devices such as our very own PIXI connect to ScreenCloud right out of the box, making it effortless to get up and running.

TVs with in-built smart software such as LG WebOS, Samsung Tizen or Sony Bravia can also download the ScreenCloud app via their app stores.

If you're looking for the best screens and media players, check out our Hardware Selector.

Once you have your screens set up, move onto your digital signage software.

To set up your digital signage software, you’ll need to download ScreenCloud from your app store of choice. Where you download from will depend on which TV, or device, you’re using:

Once the software is open, you’ll see a pairing code that looks like this:

Head to ScreenCloud create an account (you can always use the 14-day free trial to begin with) enter your pairing code and that’s it, you’re ready to begin playing content on your pub screens. 

ScreenCloud allows you to play any existing content, like your images, videos or promotional posters, simply by uploading them from where they’re already saved, like your laptop or computer. You can also add content from other sources, from Google Slides or from a Dropbox folder.

In fact, there are 80+ free apps in the App Store (included within your account) that let you set up digital signage content really easily.

ScreenCloud makes it easy to get setup with digital signage, and simple to scale. If you need to add new screens, or even connect different locations, simply connect the new device in your ScreenCloud dashboard and you're good to go.

What's more, you don't need to be a professional designer to make great looking digital signage content with ScreenCloud. Access templates for menu boards, announcements and much more in our Canvas app - or connect other popular design apps such as Poster My Wall, Canva and Google suite.

Try ScreenCloud for free with a 14 day trial, or book a demo.

How to set up digital signage for your pub or night club using digital screens and simple software, to promote, entertain, increase reviews and share events on screen.

Digital Signage for Pubs, Sports Bars, and Night Clubs

Digital menu boards are one of the easiest ways to modernize your restaurant displays. Instead of reprinting paper menus or static posters, you can update items instantly, highlight specials, and keep customers engaged with eye-catching visuals. With ScreenCloud, you don’t need design skills or complicated hardware; you can build a menu board in minutes.

Here's a step-by-step guide on how to do that.

Create a custom digital menu board with templates in ScreenCloud

Here is one way to create your menu board in ScreenCloud. This option is recommended if you want control over the design and layout of your menu board. 

The good news is, ScreenCloud gives you ready-to-use templates, easy customization tools, and playlist features so you can design and schedule content without needing a designer. 

Below, we’ll walk you through the exact steps.

Step 1: Choose a template in  the Canvas app

Canvas is available for all screencloud customers. Once installed, simply navigate to the template gallery and find a template you like. We have dozens of templates across different use cases so find one that works for you. Don’t worry if you don’t like the colors, you can always teak it later.

Step 2: Add your restaurant’s menu items

From here, you can easily tweak the menu to reflect what your restaurant offers. You could even make separate menus for different food items or promotions. 

For example, a breakfast menu vs lunch menu, or a regular menu vs bundle deals.

Step 3: Change the visuals to match your restaurant’s theme

You can make this menu more of your own by adding your restaurant’s colors or PNG images of your food so customers know what to expect. But don’t worry; you don’t need a designer to create a beautiful menu. The colors are really easy to change, or, you can leave the visual palette as is and get to the most important part of the menu

Don’t forget to name the menu you’re creating. This is particularly important if you have multiple menus. Different names make it easier to queue these menus on your digital signage when you’re ready to display.

Once that’s done, hit save & Close, or Preview to see what your menu will look like on your restaurant's TV screen.

Step 5: Arrange your menus on your digital signage playlist

With ScreenCloud playlists, you don’t need to manually hit play whenever you need your different menus to go live. Simply set and forget. 

So create a new playlist, navigate to the “Playlists” section on the left nav bar. Then, select 
“Create a New Playlist.” 

Then, click “Add Content,” navigate to “Canvas” and select all the menus you want to display.

Once you add these to the play list, you can set how long each menu will go on for. If you have a limited time discount, you can set this to rotate with your regular menu. Or you can make one slide stay longer on the screen, depending on what you want customers to focus on. 

You can hit preview here to see how your display will look. Once you’re satisfied,  hit publish, and voila, you’ve created your playlist.

Don’t forget to name the playlist something that matches its function.

Step 6 (Optional): Add extra sections to your menu

You can go straight to displaying the digital menu board on your screen (step 7). But if you want to add a ticker tape section to your menu (or a sidebar for things like Google review QR codes), you want to read this section.

First, go into “Channels.” It’s on the left nav bar, then creates a new channel. 

Unless your screen has a unique orientation or aspect ratio, choose landscape orientation. Then, add content to your channel. 

Next, click edit layout and choose your layout. For just a ticker display, you want the 1 Main Zone + Ticker option. If you wish to add some content to the sidebar, you can scroll down and select the Main+ Left & Footer display. 

Once that’s selected, you can add content. For the Main Zone, we’ll be choosing the playlist previously created. Don’t worry, all the duration settings will carry over. Then, switch over to the ticker zone and select content to fill this area. 

When you’re done, your preview should look something like this:

Step 7: Put your digital menu board on your restaurant screen

We have a full guide on displaying your restaurant tv menu board. But here’s the brief version.

First, go to Screens and select the screen you wish to display on. If you haven’t set up your screen, here’s a guide on how to get the first one up.

Next, select “set content”  and choose your channel if you followed step 6 or your playlist if you didn't. Once you hit confirm, your restaurant menu will immediately pop up on your screen, and boom, you’re done!

Use the Digital Menu Board to create a quick menu

This option is great if you're looking to put your menu board on a screen as soon as possible. IT shows you how to use our Digital Menu Board app, and all you need to do is fill in a few fields.

Once you install the app and navigate to the editor, you can start creating your menu. Add items one by one, writing descriptions, setting prices, and including calorie information if needed. You can also upload images of your dishes or your restaurant’s logo. 

Once your items are added, arrange them into the order you’d like customers to see. You can drag items into position or break them into categories such as pizza, pasta, or drinks. 

Categories make longer menus easier to navigate, and they allow you to schedule different meal times like breakfast, lunch, or dinner.

The appearance editor lets you choose from a light theme, dark theme, or build your own custom design. With a custom theme you can add brand colors, accent colors, and background images. 

Just make sure your text remains easy to read and that your logo has a transparent background if you’re layering it over an image.

Once you save your menu, preview to make sure you're happy with the way it looks. 

The final step is adding your menu board to a Channel or Playlist so it can be displayed, similar to steps 6 and 7 above. From there, you can publish it to any screen connected to ScreenCloud. Once confirmed, your digital menu board will appear instantly for your customers to see.

How to create a digital menu board in Canva

Not every restaurant needs the same workflow. If you prefer to design your own menu layouts outside of ScreenCloud, Canva is a great option. You can create a custom design, export it as an image, and then upload it into ScreenCloud to display on your screens. 

Step 1: Pick a template or start from scratch

Canva has hundreds of menu board templates. Choose one that matches your brand style, or start with a blank canvas if you’d like full creative control. Make sure it matches your TV’s aspect ratio.

You can swap in your brand colors, fonts, and logos to make the menu yours. Next, replace placeholder text with your menu items and prices. You can also add in photos of your restaurant’s dishes.

When you’re happy that your design looks good, click the “Share” button in the top right corner, then select “Download.”

ScreenCloud supports a wide range of content formats, but JPEG and PNG are best here since they give you high quality images.

Step 4: Choose a digital menu board software

We highly recommend ScreenCloud because of how easy it is to upload any menu and display it on your screens. 

Step 5: Add your menu to a playlist/channel

Once you have your menu file(s), you’ll need to add them to a playlist or channel. Refer to steps 5 and 5 in the previous section for more info on which one to use. But this time, instead of choosing content from a ScreenCloud app, navigate to “Media,” click “Upload,” and select your menu file. 

Once uploaded, set your preferred displayed time and save.

Step 6: Display your digital menu board on screen

This is similar to step 7 above. You’ll need to go to “Screens” and select the screen you wish to display on. Next, select “set content”  and choose your channel or playlist. Next, confirm and you’ll see your menu on your restaurant screen.

Digital menu boards do more than list food options. They grab attention with visuals, promote specials in real-time, and can even reduce perceived wait times by over 35%. Nearly a third of quick customers in quick service restaurants say digital menus influence their order, which makes them a valuable sales tool.

Here are some of the biggest benefits of displaying menu boards with digital signage software.

Promotes specials in real time: Digital menu boards let you show new deals instantly, swap out sold-out items, or push promotions across every screen at once. They are another level of menu automation where you don't have to manually switch each time.

Quick and easy updates: Switch between breakfast, lunch, or seasonal menus with a few clicks. Add new items or imagery without waiting on a designer or redoing printed menus.

Automates with POS systems: Pricing, promotions, and availability can update automatically when tied to your point-of-sale marketing system.

Upsells at the counter: Portable displays like tablets can prompt add-ons (“go large for $2”) or suggest new items.

Set up your digital menu board with ScreenCloud

Digital menu boards can make your restaurant faster, more flexible, and more profitable. Whether you build menus directly in ScreenCloud’s Canvas app or design them in Canva and upload, you’ll always have full control over what customers see. You can push updates instantly, automate changes across locations, and use visuals to drive more sales.

Setting up your digital menu board with ScreenCloud is really easy too. All you need is a TV and a media player. 

Sign up for a 14-day free trial and find out why thousands of businesses use ScreenCloud for their digital signage

A step-by-step guide on how to create a digital restaurant menu board, including screenshots, app recommendations, and templates!

Few industries rely on reviews more than the hotel industry, and managing and responding to feedback on the many hotel review sites is now part of the job for hotel management. 

If you're wondering which are the best review sites to focus on, the answer is most likely 'all of them'. But some do carry more weight than others. 

For hotel comms and marketing teams wondering where to focus their attention and cultivate more verified guest reviews, we've taken a look at the biggest and most visible options. We'll also look at how to maximise the impact of your reviews and where to share them for better visibility.

Google's omnipresence in the online world makes it an undisputed leader in local search and, consequently, hotel reviews. When potential guests search for general accommodation or a specific hotel, Google My Business listings often appear prominently, showcasing ratings and reviews directly on the Google search results page.

With the option to scroll Google Map looking for the right hotel, or simply browsing prices, plus the opportunity to book directly from the search result, Google is a serious player for hotel review sites.

Importance: With the monopoly on search and the highest monthly traffic of any site in the world, Google reviews are perhaps the top concern for hotel managers. Google's algorithm tends to prioritize businesses with strong online reputations meaning cultivating reviews here is probably the most effective and visible approach. 

For potential guests, Google reviews are often the first point of contact. They provide a quick snapshot of a hotel's reputation and can be a powerful determinant in their booking journey. The appearance on Google Maps can also be a decider, with the location plus the pricing and star rating being visible.

How People Share Reviews: Guests typically leave reviews directly on a hotel's Google My Business profile. This can be done via Google Maps, a direct search for the hotel, or through prompts received after visiting the location. Reviews can include a star rating (out of five), written comments, and often photos or videos. The Google profile for a hotel can sometimes also include reviews from other sites such as TripAdvisor.

Engaging with the Content: As one of the most visible platforms for hotel reviews, hotel owners, managers or marketing teams need to make sure they actively claim and optimize their Google My Business profile. This includes ensuring all information is accurate, adding high-quality photos, and most importantly, responding to every review – positive or negative. 

Often considered the go-to platform for in-depth traveler feedback, TripAdvisor remains a titan in the world of travel reviews. TripAdvisor boasts a massive global user base, making its reviews highly influential. What's more, the TripAdvisor reviews award is still a sign of trustworthiness for visitors and a badge of for the business owner.

Importance: TripAdvisor's sheer volume of user-generated content and its focus on travel-specific reviews make it one of the most important travel reviews sites - possibly on a par with Google. Its "bubble ratings" (out of five), detailed written reviews, and extensive photo and video content provide a comprehensive picture of a hotel for prospective guests. TripAdvisor also offers various awards, such as the Travelers' Choice and Certificate of Excellence, which are highly coveted badges of recognition for hotels.

Hotels are also ranked, with a subtitle in the review header saying #5 out of 500 hotels in your city. This ranking is based on your total reviews on the website - another driver for business managers. 

Many travelers consider TripAdvisor an essential part of their travel planning. They trust the collective wisdom of other travelers and often use the platform to compare hotels, read about specific amenities, and gain insights into the overall guest experience. A high ranking on TripAdvisor can significantly boost a hotel's bookings and even boost the hotel's perception among tourists.

How People Share Reviews: Many users do actively seek out TripAdvisor to share their travel experiences, not just in hotels but local attractions and other vacation specific businesses. They can leave detailed reviews, upload photos and videos, and even ask questions about destinations. What's more, the TripAdvisor platform encourages extensive feedback, often prompting users to rate specific aspects of their stay, such as service, cleanliness, smart hotel features, and value.

Engaging with the Content: Every hotelier should have a dedicated strategy for managing their TripAdvisor presence. This will involve consistently monitoring new reviews, responding promptly and professionally to all feedback, and encouraging satisfied guests to leave reviews. Using the "Management Response" feature is vital for addressing concerns and showcasing a hotel's commitment to guest satisfaction. Participating in TripAdvisor's business listings and potentially paid advertising can also enhance visibility and encourage people to leave feedback.

As one of the world's largest online travel agencies (OTAs), Booking.com's review system is integrated directly into its booking process, making its reviews highly influential for guests searching for and reserving accommodations. 

Importance: Booking.com reviews are crucial because they appear directly alongside hotel listings, often playing a significant role in a guest's final booking decision. The platform's rating system focuses on specific aspects like staff, facilities, cleanliness, comfort, value for money, and location, providing granular insights. Booking.com also highlights "Genius" member reviews, which can add an extra layer of perceived credibility.

For travelers using Booking.com, the review score and specific category ratings are paramount. They can quickly filter hotels based on these scores and read comments from other verified guests to make informed choices. A hotel with a consistently high rating on Booking.com is more likely to secure direct bookings through the platform.

How People Share Reviews: Only guests who have actually stayed at a property booked through Booking.com can leave a review. So this does ensure that the feedback comes from verified customers, which adds to the websites trustworthiness - especially for prospective guests. After checkout, guests receive an email prompt to review their stay, typically within a few days - although they can leave reviews up to several months later.

Engaging with the Content: Monitoring and responding to Booking.com reviews, alongside Google and TripAdvisor, needs to be done regularly. As the feedback is from genuine guests, there can be action steps that might also need focusing on - especially in negative reviews. It's also important to encourage satisfied guests to leave reviews, as a higher volume of positive feedback can significantly improve a hotel's overall score and visibility on the platform.

Similar to Booking.com, Expedia is a major OTA whose integrated review system directly impacts booking choices for millions of travelers. The Expedia Group also own other hotel booking sites such as Vrbo (the major Airbnb competitor), Trivago and Travelocity, among others. This does mean that reviews on the Expedia site can be visible elsewhere.

Importance: Expedia reviews are vital for hotels listed on the platform because they are prominently displayed alongside hotel details and pricing. A strong star rating and positive reviews can significantly influence a traveler's decision to book through Expedia. The platform also offers various filtering options that allow users to sort hotels by guest rating, making it easy for high-rated properties to stand out.

Travelers using Expedia often rely heavily on the guest ratings and comments to narrow down their choices. They look for insights into the overall experience, cleanliness, service, and value for money. A hotel with consistently good reviews on Expedia is more likely to attract bookings from the platform's extensive user base.

How People Share Reviews: Like Booking.com, only guests who have booked and completed a stay through Expedia can leave a review. This verification process enhances the credibility of the feedback. Guests receive prompts via email to share their experiences after their stay.

Engaging with the Content: Hoteliers should regularly check their Expedia reviews and respond to all feedback, both positive and negative. Addressing guest concerns publicly demonstrates excellent customer service and a commitment to continuous improvement. Actively encouraging satisfied guests to leave reviews can also help boost a hotel's overall rating and visibility on the platform.

Although Yelp is often associated with local businesses and restaurants, reviews here do still matter. While this is arguably one of the lesser hotel review sites, it does still make sense for hotel managers to keep tabs on their reviews on Yelp, even if with less focus that say TripAdvisor or Google. 

Hotel and tourism businesses rely heavily on guest reviews, but which are the best hotel review sites and how can you manage them?

How it works:

Hospitality - Page 2

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