Many tourism operators ask about review gating as a way to enhance their online presence, but this tactic can be damaging, particularly if you rely on social media and online platforms to attract customers.
Guests increasingly rely on reviews when choosing experiences, often preferring tours and activities with a proven track record of positive feedback. Positive reviews can boost credibility, attract new customers, and improve search rankings. In contrast, a lack of reviews or filtered feedback can create doubt and reduce bookings.
While some businesses try to control the narrative with review gating, at Wherewolf, we don’t recommend this approach, and here’s why.
What is Review Gating?
Review gating allows you to decide who can leave a review on platforms like Google, TripAdvisor, or any of your public review pages.
For example, you might send 100% of your guests an email prompting them to share their feedback. If the customer clicks 5 stars, they’re redirected to the business's review page. If they click anything below 5 stars - they’re prompted to leave you direct feedback.
While this approach might seem like an effective way to manage your reputation and avoid negative public reviews, it has become highly controversial, particularly with Google.
The Consequences of Gated Reviews
It Violates Review Platform Guidelines
Major review sites like Google and TripAdvisor prohibit review gating, and breaking the rules can lead to removed reviews or even permanent bans. With 9 out of 10 customers reading reviews before making a purchase, losing visibility on these platforms could severely impact your business.
It Damages Trust and Credibility
Guests rely on reviews to choose experiences, and filtering out negative feedback can be misleading. When customers realize reviews don’t reflect reality, it can backfire—damaging trust and reducing bookings. A balance of positive and negative reviews feels more genuine and helps build credibility with potential guests.
It Misses an Opportunity for Improvement
Negative feedback, when handled correctly, is a valuable tool for growth. Instead of blocking unhappy customers from sharing their experiences, tour operators should use this feedback to improve their services and address pain points. A well-handled complaint can even turn a dissatisfied guest into a repeat customer.
It Can Harm SEO and Rankings
Tour operators depend on visibility in search results to attract new customers. Google prioritizes businesses with genuine, high-quality reviews. If a company engages in review gating and gets flagged, it can lose rankings, making it harder for potential customers to find them.
What Really Matters for Growing Your Online Presence
Instead of focusing on manipulating reviews, there are more effective ways to enhance your online reputation. Major platforms like Google prioritize more than just 5-star ratings; they value volume, consistency, recency, and quality of feedback. To improve your ranking, it's essential to maintain a steady flow of authentic reviews that meet these four criteria.
A negative review isn’t the end of the world. Research shows that potential customers care more about how you respond to negative feedback than the feedback itself. A thoughtful, professional reply demonstrates your commitment to customer service and helps build trust with future guests.
A Better Approach to Reviews
- Encourage Honest Feedback – Invite all guests to share their experiences, both positive and negative. A variety of reviews offers a more authentic portrayal of your business.
- Engage with All Reviews (Even the Negative Ones) – Respond professionally to feedback, showing customers that their opinions are valued. Thoughtful responses to negative reviews showcase accountability and a commitment to improvement.
- Simplify the Review Process – Make it easy for customers to leave feedback with automated SMS or email follow-ups, ensuring a steady flow of reviews without selectively filtering responses.
- Turn Negative Feedback into Actionable Improvements – Use recurring concerns in reviews as opportunities to refine services, improve guest experiences, and strengthen your reputation.
Final Thoughts
Review gating might seem like an easy way to keep your online presence pristine, but it’s a short-term fix with long-term risks. Focus on delivering outstanding guest experiences, encouraging honest reviews, and responding to feedback . Your long-term success depends on transparency, trust, and a genuine connection with your customers.
At Wherewolf, we help tourism operators stay connected with guests by automating review requests via SMS and email. Our system makes it easy for guests to share their feedback, ensuring you get authentic reviews.
Need advice on managing reviews and boosting your online presence? Contact the Wherewolf team today!