Hoteliers read reviews before they talk to vendors. By the time your sales team hears about a deal, the shortlist has often been shaped by what other properties wrote on the review sites, a pattern covered in why hotel tech review sites decide deals before you hear about them. That makes reviews a sales asset. Most vendors still collect them badly: one mass email a year, sent to everyone, at the wrong time, with a link and a request to spare five minutes.

Hotel teams are busy, and they get asked for reviews all day by their own guests. They know what a good request looks like. The scripts below are written to be copied and adapted. Each one is tied to a moment when the property has a reason to say yes. Replace everything in square brackets.

The rules behind every script

• Ask after a result, not after a date. A review request on the anniversary of signing is about you. One after a good weekend is about them.

• Ask the person who uses the product. The front office manager who works in it every shift writes a better review than the owner.

• Ask one person, by name, personally. A mass email from a no-reply address gets ignored.

• Make it short and specific. One link, one suggested topic, no form to fill in first.

• Ask once, remind once. Then wait for the next good moment.

• Never ask in peak season. Nobody at the hotel has time, and the request reads as tone-deaf.

Script 1: after a smooth go-live

Send this from the onboarding lead, two to four weeks after go-live.

Subject line: [Property] is live, and one small favour

Hi [first name], it has been [three] weeks since [property] went live on [product], and [specific result, e.g. the night audit now closes in minutes]. Thank you for making the switch easy on your side. If you have five minutes this week, a short review on [site] would help other hotels who are where you were a month ago. What helped most was [the thing they praised], if you want a starting point. Here is the link: [link]. Thank you either way. [Your name]

Script 2: after a support issue fixed quickly

This is the moment most vendors miss. A property that has just had a problem solved fast is at its most generous. Ask the next day, not the same hour.

Hi [first name], glad we got [the issue] sorted before [the event, e.g. Saturday's check-ins]. If it was useful, a line or two about how support handled it would mean a lot to the team and helps other hotels judge us fairly: [link]. No pressure at all. [Your name]

Script 3: in person, at a review meeting

When a quarterly review shows a result the general manager is pleased with, ask at the end of the meeting, then send the link within the hour.

Before we finish: you mentioned [the result] earlier. Would you be willing to say that in a short review? I'll send you the link straight after this call, and it only needs a few sentences.

Script 4: by message, for a champion who prefers it

Many hotel staff answer a message faster than an email. Use this only if you already message with the person about work.

Hi [first name], quick one: would you be up for leaving a short review of [product] on [site]? You've been one of our best users at [property], and other [front office / revenue] managers listen to people like you. Link: [link]. Thanks!

Script 5: after a reference call

A customer who has just spoken to a prospect for you has already made the case out loud. Ask them to write it down. If you run a structured reference programme, building a reference property programme covers how to avoid asking the same few properties too often.

Thank you for speaking with [prospect name] today. They told me afterwards that hearing about [the point the customer made] was what they needed. If you are happy to, putting that same point in a review on [site] would help hotels who never get the chance to call you: [link].

The one reminder

About a week after the first request, if nothing has happened, send one reminder. Then stop.

Hi [first name], just bringing this back to the top of your inbox in case it got buried: [link]. If now is not a good time, no problem at all.

When the answer is no, or the customer is unhappy

Sometimes the reply to a review request is a complaint. That is useful. It tells you about a problem before the renewal does.

Thank you for being straight with me. Let's fix [the problem] first, and forget the review for now. I'll call you [day] with a plan.

Do not ask again until the problem is solved and the property says so. Then, if the result is good, the same customer often writes the most convincing review of all, because it describes a problem fixed.

What not to send

• A request to every customer on the same day

• A request from a no-reply address

• A request during peak season or the first week after go-live

• A request bundled with an upsell or a renewal notice

• A request to a property with an open support ticket

• A third reminder

Make it part of the system

Review requests work best as a routine attached to moments your team already tracks: go-live, ticket closed, review meeting held, reference call done. Each trigger has its script and an owner. The same customers who review are often the ones who refer, so connect this to building a referral motion in hospitality rather than running it separately.

The takeaway

Hotel customers do not mind being asked for a review. They mind being asked badly. Ask the person who uses the product, straight after a result they care about, in a few personal sentences with one link, remind once and then stop. Do that consistently and the review sites start doing part of your selling for you.

If you are not sure whether reviews are your biggest gap or something earlier in the funnel is, the 12-point leak audit takes about twenty minutes and ranks the leaks on your own numbers.

Frequently Asked Questions