Every click, every search, every review on Google — each holds the potential to catapult your business, or leave you in the dust. In today’s market, your online reputation isn't just a “nice to have;” it’s a make-or-break factor that could be costing you tens of thousands of dollars in missed opportunities.
The good news? Building your brand with Google Business Profile and optimizing it with customer reviews is not only easy; it is available at no cost.
Google Business Profile is a free marketing tool that influences the way a business appears in Google Search and Google Maps. Quite simply, having a complete profile improves your ranking on Google when users search for services nearby.
“Google has trained the consumer to ask it about things ‘near me,’ such as a ‘Starbucks near me,’ and it only makes sense that consumers are now asking it for a ‘travel agency near me,’” said Jenn Lee, vice president of industry engagement and support for Travel Planners International (TPI). “You want to optimize your Google Business Profile so you can be the local agency that shows up in search results.”
Google has trained the consumer to ask it about things ‘near me,’ such as a ‘Starbucks near me,’ and it only makes sense that consumers are now asking it for a ‘travel agency near me.’
Think of your Google Business Profile as a digital storefront. A basic profile will include your hours of operation, location, local phone number, photos, a website link and, perhaps most critical, customer reviews.
“Google Reviews are an excellent way to provide social proof of your services and expertise,” said Terika L. Haynes, CEO and Founder of Dynamite Travel. “They can also serve as a great way to attract business and close the sale.”
More and more, Americans are placing their confidence in online reviews. According to CapitalOne Shopping Research, 84% of consumers say they trust online reviews as much as personal recommendations. Among those ages 18 to 34, the trust in online reviews is even higher (91%).
“All my business is referral-based, and approximately 30% of my business comes from new clients finding me by way of my Google Business Profile and reading through my reviews,” said Amy Leon, leisure and luxury travel specialist at Adventures by Amy. “I think the conversions are so high for two reasons: For starters, with Google, business owners have the ability to reply to reviews but cannot delete them, so prospective clients know that they're getting the good, the bad and the ugly. Additionally, Google makes obtaining information about a business quick and easy. With just a few words in the search bar, you can locate a travel advisor in your area, learn about their expertise and quickly get an idea of how they treat their clients by reading the reviews and, equally important, seeing how the business responds to those reviews — especially if there is a negative review tucked in there.”
How to Get Google Business Profile Reviews
Of course, clients are more likely to trust an advisor with a track record of satisfied travelers. But how exactly should advisors go about obtaining glowing, enthusiastic reviews on their Google Business Profiles?
There are several approaches, and the key is finding one that’s authentic to your business. For Andrea Miller, a senior travel advisor at Sea It All Travel, sending “welcome home” emails to her clients that express a genuine interest in their opinions has proven to be a successful strategy.
“Not only do I ask very specific questions about their experiences; I also include a link to leave a Google review,” Miller said. “I’ve found that showing I’m genuinely interested in what they have to say is more effective than just asking for the review. Most of them understand that my happy clients are the No. 1 contributor to bringing new clients to my agency, whether by direct referral or public reviews.”
Not only do I ask very specific questions about their experiences; I also include a link to leave a Google review.
Similarly, Haynes of Dynamite Travel follows up with clients by phone or email after their vacations. She provides clients — both new and old — with a direct link to her Google Business Profile after the exchange.
“I ask each client for a review — even if they are a returning client — because each vacation experience is different,” Haynes said. “I also let them know how their review helps me and my business, since this makes the request more personal.”
Timing can also be an important factor, and you know your clients best. Keep in mind that if you’ve waited too long to ask for a review, the enthusiasm might wear off, details might be hazy and photos might be harder to access.
“If I were an advisor, I would time my request with when I know my client is flying home, because I know they're on Wi-Fi, checking all their emails,” said Lee of TPI. “I’d say, ‘Hey, I know you're in the air. How did it go?’ Now you're conversing with them.”
Once the conversation is rolling, Lee suggests letting the client know how leaving a review of their trip can help other travelers make smart decisions. The request, however, needs to be specific.
It's not enough to say, ‘Leave me a five-star review,’ because that doesn't tell potential clients anything. Instead, offer them a couple of prompt questions.
“It's not enough to say, ‘Leave me a five-star review,’ because that doesn't tell potential clients anything,” Lee said. “Instead, offer them a couple of prompt questions. Ask them to share a favorite memory and upload a couple of photos.”
Some sample prompt questions that might get the wheels turning include: “What was a problem we helped overcome for you?" “What surprised you about hiring us as an agency?” and “What was the biggest highlight of your trip?”
Asking for reviews isn't just about boosting your online presence. It's also about strengthening relationships. By soliciting feedback, advisors give clients a voice and make them feel valued.
How to Handle Negative Reviews
Of course, not every review that you receive — whether organic or solicited — will be exactly what you hope for. Negative and inaccurate reviews are inevitable, but they can prove to be growth opportunities. The key is in your responsiveness and how you address feedback.
“It is imperative that you respond to each review,” said Miller of Sea It All Travel. “Thank those who leave a positive review in a way that lets everyone reading it know that you are familiar with that reviewer and value your relationship. That way, when you respond to that rogue negative review from someone, your previous responses lend a level of credibility that you wouldn’t have otherwise. Furthermore, no matter how ridiculous that negative review is, always stay professional and matter of fact, not emotional or retaliatory.”
No matter how ridiculous that negative review is, always stay professional and matter of fact, not emotional or retaliatory.
Advisors should respond courteously, addressing concerns directly and showcasing a willingness to learn and improve. By handling negative feedback gracefully, advisors demonstrate professionalism and integrity, earning the trust of potential clients.
“First off, thank them for their feedback,” Lee said. “You should never say ‘I'm sorry’ in a public comment unless you did something wrong. And in most situations, that's not the case. If you have done something wrong, be okay with just attacking it straight on, and be the bigger person. If all people see are all positive reviews, they almost get a little skeptical. So, you’ve got to see a negative review here or there. That negative review has the power to turn into a positive review by the way you handle it.”
In essence, the way you manage your Google reviews can make all the difference in how potential clients perceive your business. By embracing feedback, responding thoughtfully and leveraging positive reviews, you can establish a reputation that attracts and retains clients. You may even win over those who have never worked with a travel advisor before.
“Google Reviews are the No. 1 source of referrals to my business from strangers, and they hold a lot of weight,” said Leon of Adventures by Amy. “If you're not getting the amount of reviews you want, don't give up. Continue to do what you're doing, but also reach out to your most traveled clients and personally ask for reviews. It's a process that doesn't happen overnight, but in the end, it's one that is totally worth it. Google Reviews are powerful.”
