Guest Feedback Scorecard for Hotels (Metrics That Matter)

Some platforms promote “impact scores” that summarize guest feedback. You don’t need a proprietary score to get the benefits—you need a scorecard you can run every month.

This guide gives you a simple, hotel-first scorecard based on the metrics that actually change reputation and bookings.

The scorecard (what to track)

1) Rating level and rating trend

Track:

• average rating (current)
• 30/90-day trend (up, flat, down)

Trend matters more than a single snapshot because it tells you whether changes are working.

2) Review volume and velocity

Track:

• number of new reviews per month
• where they show up (Google vs OTAs)

Low volume makes ratings volatile. Steady volume improves credibility.

3) Response rate (by platform)

Track:

• % of reviews you responded to on Google
• % on key OTAs

Guests notice gaps. Competitors often respond on Google but ignore OTAs (or vice versa).

4) Response time (especially for negatives)

Track:

• average response time overall
• average response time for 1–2 stars

If you need one SLA: respond to 1–2 star reviews within 24 hours.

5) Personalization (a quick audit)

This is hard to measure automatically, but easy to audit:

• pick 20 recent replies
• count how many include one real “proof” detail

If most replies could be pasted onto any hotel, you’re losing trust.

Use: - The Importance of Responding to Reviews Individually

6) Top themes driving negatives

Track:

• the top 3 negative themes (noise, Wi‑Fi, cleanliness, check‑in, parking)
• how often each appears

Then assign an owner and a deadline for the fix.

7) Multi-location consistency (if you manage a group)

Track:

• response rate/time per property
• which properties are slipping

In groups, “best practice” only works if it’s consistent.

How Review Agent supports the scorecard

Review Agent is designed for the workflow behind these metrics:

• centralize reviews across platforms
• draft replies fast (without losing tone)
• keep brand voice consistent across properties
• use themes/trends to turn feedback into action

If you’re building the system that feeds this scorecard, start here: - A First-Party Guest Feedback Engine to Reduce OTA Dependency

A monthly ritual (so it actually happens)

Make it a 30-minute meeting:

• review the scorecard
• pick one operational fix to prioritize
• pick one response-quality improvement to enforce

This is where reputation management becomes operations.

Next step

If you want the most practical “what to do next” checklist, use: - 21 Hotel Reputation Management Strategies That Drive Bookings