Obtain and use guest feedback successfully: Tips and tricks for your ski school

Why are guest reviews so important?

Reviews, such as Google reviews, are important for several reasons:

• Building Trust: Guests rely on the opinions of other guests. If a ski school has many positive reviews, it increases the trust of potential customers in the quality of the services offered.
• Online Visibility: Google reviews improve the visibility of your ski school online. Businesses with many positive reviews are often ranked higher in search results, leading to more attention and potentially more guests.
• Feedback Mechanism: Reviews also serve as a feedback mechanism for your ski school. By reading reviews, you can gain insights into your strengths and weaknesses and make improvements to enhance guest satisfaction.
• Competitive Advantage: A ski school with a variety of positive reviews has a competitive advantage over those with few or no reviews. Many people tend to choose a business that is positively reviewed by others.
• Guest Retention: Recognition of positive experiences can also encourage repeat guests to come back and share their experiences.

Overall, online reviews can help strengthen the image of your ski school, attract new customers, improve online visibility, and receive valuable and constructive feedback.

On which platforms and channels can reviews be submitted?

In addition to Google, there are several other platforms and channels where guests can share and review their ski course experiences.

• Google Reviews
• mySports: Your guest can leave reviews of your ski school and ski instructors in the form of stars and leave personal feedback in the Guest App. Customers who leave 5-star reviews are prompted to also review your ski school on Google.
• Travel portals such as TripAdvisor, HolidayCheck, or Snowplaza: These platforms are used by travelers worldwide and provide a comprehensive overview of various destinations and activities, including ski courses.
• Instagram and other social media: Guests can also share their ski course experiences on social media platforms like Instagram by posting photos and reviews. You can leverage your ski school's presence on these platforms to encourage customers to share their experiences and interact with others.
• Travel blogs and forums are other channels where guests can share their experiences with ski schools. These platforms often offer detailed insights and personal experiences that can be helpful for potential customers.

 Tip: Google your ski school's reviews and check the top results. Where and how is your ski school being reviewed?

How can I actively collect reviews for my ski school?

• Newsletter: Send a newsletter to your guests after the course or at the end of the season, thanking them and asking for their feedback. Give them the opportunity to share their experiences and suggestions for improvement. Link to the Google review or ask your guests to respond directly to the email.
• Social Media: Create posts asking for feedback. For example, you can share a picture or video of a course and ask your followers to share their experiences in the comments. Use polls or votes in your social media stories to ask specific questions or receive direct feedback. Respond promptly to comments and messages on your social media platforms to promote open communication and encourage guests to share their opinions.
• Link to Online Review: Give your guests the option to scan a QR code leading to the Google review while they are at the ski school office. Encourage guests to leave reviews directly on Google by reminding them and providing guidance on how to write a review. Take advantage of the benefits of the customer portal mySports. Guests who leave good reviews (4 or 5 stars) in the app are prompted to leave a review on Google and are directly linked to the review option.

 Tip: Share information about giveaways, discounts, or other incentives you offer to guests who share their feedback or stories.

How do I respond to negative reviews?

Your response to a negative review is not only seen by the person giving the feedback but is publicly visible to everyone. Therefore, it's important to respond in a way that reflects positively on your ski school. 

• Stay Friendly: Respond objectively and remain friendly to prevent escalation. Address the content constructively and thank them for constructive criticism if applicable.
• Apologize and Offer a Solution: Put yourself in your customer's shoes and express your understanding. Mistakes happen; what's important is how your ski school handles them. Is there a way to rectify the situation? Suggest a solution or possible compensation.
• Keep It Brief: Long responses with justifications are often not read by the majority of potential customers. Keep your responses short and to the point.

 Tip: Don't leave reviews uncommented. If negative comments or reviews accumulate, unhappy individuals are more likely to share their experiences. Show potential new customers that you value your guests' opinions. With an appropriate response, you can neutralize a negative review.

Also, avoid using standardized responses. Standardized responses may give the impression that you're not taking the expressed criticism seriously. Take the time to respond individually to each review.

How do I respond to positive feedback?

• Thank Them for the praise: Avoid using generic phrases and address the specific points of the review.
• Increase the chances of a return visit with a Call-to-Action such as: "We look forward to seeing you again!" or "If you already enjoy winter with us so much, why not visit us in the summer?" or "Feel free to check out our offerings!"
• Offer additional support, such as: "Feel free to reach out if you have any questions about your next ski course."

Guest reviews play a crucial role in the success of a ski school. They foster trust among potential customers, improve online visibility, provide valuable feedback for improving ski courses, and confer a competitive advantage. The variety of platforms and channels for submitting reviews, along with active measures for collecting reviews and professionally responding to positive and negative feedback, are essential for strengthening the image and building positive relationships with guests. By viewing reviews as opportunities for improvement and responding appropriately, you can ensure the long-term success of your ski school and solidify the trust of your guests.