Testimonial Request Sequence for Hotels Email Guide
Why Testimonial Request Sequence Emails Fail for Hotels (And How to Fix Them)
A potential guest is browsing your competitor's site. They see glowing reviews, but your page feels...
Quieter. Many hotels struggle to capture the true voice of their happy guests.
They know satisfied visitors exist, but those stories often remain unshared, leaving a significant gap in their online presence. That's not a service problem.
That's a system problem. A proactive testimonial request sequence bridges that gap.
It systematically reaches out to your happiest guests, making it easy for them to share their positive experiences. The templates below are designed to do just that.
They're structured to help you gather authentic feedback, turning satisfied stays into powerful marketing assets.
The Complete 3-Email Testimonial Request Sequence for Hotels
As a hotel, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
We hope you thoroughly enjoyed your recent stay at [HOTEL NAME]. Our greatest reward is knowing our guests have a memorable and comfortable experience.
We are always striving to enhance our services and would love to hear about your time with us. How was your room?
Did our team meet your expectations? Were there any particular amenities that stood out?
If any aspect of your visit fell short, please let us know directly. Your candid feedback helps us improve.
Thank you for choosing us, and we appreciate you taking a moment to share your thoughts.
Best, [YOUR NAME]
This email uses the principle of reciprocity. By expressing genuine care about their experience, you prime the guest to be more open to providing feedback. It's a low-barrier ask that shows you value their input, building goodwill before any direct request.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
Following up on your recent stay, we truly hope everything was to your satisfaction. Your comfort and happiness are our top priorities.
Positive stories from guests like you are incredibly valuable. They help future visitors understand what makes staying with us special and inspire confidence when choosing their accommodation.
Would you be willing to share a brief testimonial about your experience? Simply tell us: • What did you enjoy most about your stay? • Was there a particular team member or service that stood out? • Why would you recommend [HOTEL NAME] to others?
You can reply directly to this email with your thoughts, or click here to submit your testimonial: [LINK TO TESTIMONIAL FORM].
Best, [YOUR NAME]
This email uses the power of social proof and reduces cognitive load. By explaining *why* their testimonial matters (helping others) and providing clear, easy-to-answer prompts, you make the task less daunting. The direct submission options remove friction, increasing the likelihood of a response.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
We understand how busy life can get, so no worries if you haven't had a chance to share your thoughts yet. We just wanted to gently follow up on our previous email regarding your stay at [HOTEL NAME].
Your feedback is truly important to us, not just for our internal improvements, but also to help future guests make informed decisions about their stay. A few words from you can make a big difference.
If you could spare just a couple of minutes, we'd love to hear: • What made your stay memorable? • How did our team contribute to your experience? • What would you tell a friend considering staying with us? Just hit reply to this email, or use this quick link: [LINK TO TESTIMONIAL FORM].
Thank you for considering!
Best, [YOUR NAME]
This email uses the Zeigarnik effect, which suggests that people remember uncompleted tasks better than completed ones. By gently reminding them of the previous request, you trigger the desire for completion. It also reiterates the ease of action and the value of their contribution without being pushy, maintaining a positive relationship.
4 Testimonial Request Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only asking for feedback when there's an issue, creating a negative association with 'feedback requests'. | Proactively solicit feedback from all guests, regardless of their perceived satisfaction level, using a positive and open approach. |
✕ Making the testimonial submission process overly complicated, requiring multiple steps or account creation. | Provide a direct, one-click link to a simple form or encourage a direct email reply, minimizing friction for the guest. |
✕ Waiting too long after check-out to request a testimonial, causing the guest's memories and enthusiasm to fade. | Send the testimonial request within 24-48 hours of check-out, while the positive experience is still fresh in the guest's mind. |
✕ Using generic, impersonal email templates that don't reflect the hotel's brand or the guest's specific stay. | Personalize emails with the guest's name, reference their specific stay dates, and subtly align the tone with the hotel's unique brand identity. |
Testimonial Request Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start by asking for a simple 'yes' or 'no' if they enjoyed their stay before asking for more details.
- Focus on capturing just one memorable moment or positive interaction from guests.
- Place a discreet QR code in rooms or at check-out that links directly to a simple feedback form.
Intermediate Practitioners
- Segment your testimonial requests based on guest type (e.g., business traveler, family, couple) to tailor prompts.
- Automate the testimonial request sequence through your property management system (PMS) post-check-out.
- Highlight specific amenities or services in your prompts that differentiate your hotel, encouraging focused feedback.
Advanced Professionals
- Integrate AI-powered sentiment analysis tools to identify the most satisfied guests for targeted testimonial requests.
- Experiment with video testimonial requests, providing clear guidance on how guests can easily record and submit a short clip.
- Create a dedicated 'Guest Spotlight' section on your website, showcasing detailed stories and photos (with permission) from your most enthusiastic visitors.
Industry Specialists
- For boutique hotels, ask guests to describe the unique ambiance or personalized touches that made their stay special.
- For eco-friendly hotels, prompt guests to share their experience with your sustainable practices and how it influenced their visit.
- For luxury resorts, encourage testimonials that focus on the bespoke services, exclusive experiences, or exceptional attention to detail they received.
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