Do reviews affect my hotel's local ranking?
Short answer
Yes. Google says prominence — how well known a business is — is one of the main factors in local results, and that this is based partly on information such as how many reviews a business has, and that more reviews and positive ratings can help local ranking. Reviews also influence whether travellers click and book. But reviews are one factor among several, alongside relevance and distance, and the way they're counted isn't published in detail. Focus on a steady flow of genuine reviews, thoughtful replies, and fixing the issues guests raise.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
What Google says
- Local results are based mainly on relevance, distance, and prominence.
- Prominence is informed by information such as links and reviews.
- More reviews and positive ratings can help local ranking.
- Helpful replies show you value feedback.
Google doesn't publish exact weights, so be sceptical of anyone claiming a precise formula.
What you can do
- Ask every guest, not just happy ones — for example in a post-stay email or with a QR code. Google provides review request links.
- Make it easy — a direct link, not "search for us on Google".
- Reply to positive and negative reviews. See how to respond to reviews.
- Fix recurring problems — reviews are free operational feedback.
- Keep your profile accurate, so reviews match the experience guests expect.
What you must not do
Google Maps policies prohibit:
- Incentives for reviews, or for changing or removing a negative review — payment, discounts, free nights, upgrades, gifts.
- Selectively asking only happy guests, or discouraging negative reviews.
- Pressuring guests to review while still on the premises, or asking them to include specific content — including naming a staff member.
- Staff review quotas, such as asking staff to collect a set number of reviews.
- Fake reviews, including from staff or friends.
Policy-violating reviews are removed, and businesses can face restrictions.
Reviews beyond Google
Your profile may also show reviews from other trusted sources, such as travel review sites. Those platforms matter for travellers and for AI tools that summarize reputation. See reviews and AI recommendations.
Common mistakes
- Asking for reviews in bursts, then stopping.
- Offering a discount "for an honest review".
- Ignoring negative reviews.
Checklist
- Review request built into the guest journey
- Direct review link or QR code available
- Replies posted regularly
- No incentives of any kind
- Recurring complaints tracked and fixed
Sources
- Tips to improve your local ranking on Google — Google Business Profile Help
- Manage customer reviews — Google Business Profile Help
- Prohibited and restricted content (Maps user-generated content policy) — Google Maps Help