1. Testimonials: People tend to be wary of direct advertising and sales messaging, especially if they are not familiar with the brand or the sales representative. They have more trust in information and advice from other consumers, who are considered less biased. For this reason, online reviews are powerful when used as testimonials from real guests. When guests love your hotel, and talk about it online, they become an extension of your sales team – and your brand advocates. 2. Responses to Reviews: Online reviews are not only an opportunity for travel shoppers to get insight into your property, they also allow hotels the opportunity to respond, giving insight into the values and tone of your brand. Responding to negative reviews is especially important for reassuring prospective clients should something go wrong with an event, group or corporate client. By aligning your sales messaging to your management response strategy, you will help ensure that responses advance your sales goals. Get the full story at ReviewPro