When discussing property ratings on OTAs like Booking.com or Agoda, most accommodation owners immediately think of interior design, strategic location, or comprehensive amenities. But did you know there are several important factors that are often overlooked, but secretly have a significant impact on your property's rating?
These factors aren't about aesthetics. Nor are they about room size. They relate to the digital experience and guest expectations even before their stay.
Guest Expectations Start on the Listing Page
In the digital age, the guest journey begins long before they arrive at your property. They browse OTAs, compare photos, read descriptions, notice amenities, and read reviews from other guests. This is the starting point for forming expectations. When the information displayed doesn't match reality, such as:
Outdated photos
Descriptions are too general or exaggerated
Displayed amenities are not available at check-in
...then disappointment results, even before the stay begins.
Poor Communication = Dropped Ratings
Another often overlooked aspect is communication with guests before arrival. Guests who feel confused, don't receive a quick response, or don't know their way around can be frustrated from the start. Even when their experience starts with discomfort, they're less likely to leave a positive review.
Some bad reviews aren't even due to the quality of the accommodation, but rather:
Long and confusing check-in process
No parking information
WiFi speeds that don't live up to expectations
Hosts/reservations are slow to respond to inquiries
These are all elements that aren't visible in photos, but are very noticeable in the guest experience. And unfortunately, they significantly impact ratings.
The Key to High Ratings Isn't Just About the Property
Of course, a beautiful interior and a strategic location are a plus. But the key to high ratings in the digital age lies in:
Consistency between online presence and reality
Quality of communication and responsiveness to guests
Complete and easily accessible digital information
This is why many good properties experience stagnant ratings, while modest properties can shine thanks to robust digital management.
It's Time to Evaluate Your Property's Digital Presence
If you feel like you're providing the best experience at your property, but your ratings aren't improving, it might be time to re-examine your digital presence. How is your content appearing on OTAs? Are all amenities listed accurately? Do the photos reflect current conditions? Is your communication system fast enough?
If you're unsure where to start, ecommerceloka could be the right partner. We help property and hotel owners manage their digital presence, from content and pricing strategies to distribution channels and guest communications. Contact us now!