A 2023 BrightLocal study found that "98% of consumers used the internet to find information about local businesses in 2022, up from 90% in 2019".

In today's digital age, Google reviews play an increasingly crucial role in shaping a business's reputation, especially for tour and activity operators.

This article will guide you through the process of responding to these reviews, both positive and negative, in an effective and timely manner.

Photo by Bright Local - how consumers are using Google Reviews for searching local businesses.

What you will learn:

  • Understanding Google Reviews' Power
  • How do you respond to a Google Review?
  • Responding to Positive Google Reviews
  • Responding to Negative Google Reviews
  • When should I respond to negative reviews?
  • Do Google Reviews Really Matter?
  • Leveraging Google Reviews to Improve Your Business
  • How to Get Actionable Insights from Customer Reviews
  • Frequently Asked Questions (FAQs)

Understanding Google Reviews' Power

In the digital marketplace, Google reviews carry significant weight.

According to a 2020 report by Qualtrics XM Institute, "93% of consumers say customer reviews influence their purchasing decisions."

For tour and activity operators, this underscores the importance of Google reviews. They shape your online reputation and act as a powerful decision-making tool for potential and prospective customers.

Whether positive or negative, each review presents an opportunity to engage with your customers and enhance your service based on their feedback.

So how do you respond to Google Reviews?

Read more about online reviews and how they influence your consumers decisions. Photo snipped from Qualtrics Blog.

How do you respond to a Google Review?

Responding to a Google review is simple once you've claimed your Google business profile (link to Google Business Profile). This can be done through your business app or other real-time communication channels.

After claiming your business profile, you can respond publicly to reviews.

Google allows business owners to post a reply directly beneath the original review, creating a conversation thread visible to other customers.

Responding to Positive Google Reviews

Positive reviews testify to your excellent service. They not only bolster your reputation online but also open a channel for strengthening relationships with your happy customers.

TIP: Be personal, appreciative, and engaging in your responses, using the customer's name.
When responding to positive reviews or good reviews, address him/her as a real person, using their customer name as it appears on their account.

Here are examples of templates when responding to positive reviews:

Example 1:

Dear [Customer's name],

We're thrilled to hear you had a great experience! Your kind words made our day. We aim to provide the finest service for our valued guests like you. Looking forward to your next visit!

Best, [Your Name]

Example 2:

Hi [Customer's name],

Thank you for leaving such a wonderful review. We're delighted to know you enjoyed [specific experience]. Your satisfaction is our top priority, and we're glad we met your expectations. Can't wait to welcome you back soon!

Warm regards, [Your Name]

Example 3:

Hello [Customer's name],

Wow! We're amazed by your positive words. We appreciate your time to write such a detailed review! We hope to serve you again.

Best, [Your Name]


Positive Google reviews enhance your online reputation and deepen customer relationships. Personalized, appreciative responses to such reviews affirm these positive experiences but also foster loyalty and encourage repeat business.

Responding to Negative Google Reviews

"Only 9% of consumers would consider engaging with a business with 1- or 2-star ratings" - Online Review Statistics, by Podium
Learn how to respond properly to negative feedback and bad reviews as a business owner.

Negative reviews, particularly responses to negative Google reviews, although not ideal, present opportunities to demonstrate your commitment to your customers' experience.

When should I respond to negative reviews?

A survey conducted by ReviewTrackers discovered that 53% of customers expect businesses to respond to online reviews within seven days.

Promptness is key to managing negative travel reviews. A swift, professional response not only addresses the reviewer's concerns but also demonstrates your brand's dedication to customer service.

Review Trackers survey: Responding to negative reviews or bad reviews builds the customer's trust to you as a business owner. Photo by Review Trackers.

Here are some free templates to use when responding to a negative Google review:

Example 1:

Dear [Customer's Name],

Thank you for bringing this to our attention. We're truly sorry your negative experience didn't match your expectations. It's important that our customers are satisfied and we would like the opportunity to resolve this issue promptly. Could we contact you on a private channel?

Best, [Your Name]

Example 2:

Hello [Customer's Name],

We appreciate you sharing your negative feedback. We're sorry to hear about your experience and would like to learn more about what happened. We take your comments seriously and will address them with our team to improve. Can we connect privately to better address your concerns?

Warm regards, [Your Name]

Example 3:

Dear [Customer's Name],

We regret hearing about your recent experience with us. We always aim to deliver a high-quality service and we're truly sorry we missed the mark this time. We would appreciate the opportunity to discuss this further with you. Could we arrange a private chat?

Sincerely, [Your Name]


Receiving negative reviews can be disheartening, but it's essential to view them as opportunities for improvement. Following up post-resolution and requesting an update to the original review can show potential customers that you're committed to providing excellent service.

Read on and see how you can get actionable insights from customers' experiences - both bad reviews and positive reviews - below.

Do Google Reviews Really Matter?

Whether it is a negative review or a positive google review - they affect your business online.

But you may ask, 'Do Google Reviews really matter?'.

We can learn from a case study by Ten Peaks Media about one of their clients.

The Power of a Strategic Review Plan: A San Antonio Case Study


For a client in San Antonio, the challenge was conspicuous by its absence - a total lack of Google reviews from June 2020 to April 2021.

This barren landscape of customer feedback presented an opportunity to harness the power of reviews in bolstering their online reputation.


Ten Peaks Media launched a systematic plan in May 2021. They leveraged the client’s weekly customer list and started an automated SMS and email review request program.

Upon receiving reviews, they ensured prompt response times, always within 48 hours, highlighting the client's dedication to customer engagement.


The strategic plan immediately bore fruit.

Eleven 5-star reviews were collected in the first month. This led to a huge surge in online visibility, with user views on Google Maps and Google Search increasing by 392% and 228%, respectively.

Moreover, tangible business outcomes soon followed, with website visits, requests for directions, and calls escalating by 169%, 1,200%, and 500%, respectively. Impressively, local searches by name and category grew by 677% and 185%.

Local search results increased by more than 600%. Snipped from Ten Peaks Media - Case Study (Link below).
Read the case study here by Ten Peaks Media.


  • Embracing Proactivity: This case study shows the immense potential of proactively seeking customer reviews. A well-planned review request campaign can revitalize your online presence.
  • Prioritizing Response: Reacting promptly to customer reviews underscores your dedication to customer satisfaction, which can positively influence your online reputation.
  • Leveraging Reviews for Visibility: Reviews don't just provide feedback; they are a powerful tool for driving visibility. Increases in Google Maps and Search views testify to this.
  • Driving Tangible Business Results: An effective review management program can yield significant growth in business metrics, such as website visits, customer calls, and direction requests.
  • Boosting Local SearchesConsistent reviews and quick responses can dramatically enhance local search results, connecting you more effectively with potential customers searching for your services.

Leveraging Google Reviews to Improve Your Business

Take positive or negative reviews to build customer loyalty.

Google reviews are more than just feedback - whether customers leave a bad review or positive feedback - they're a goldmine of insights.

Take time to learn from each review and use this information to improve your customer experience. Showing that your team responds in a timely manner to customer feedback and cares about the customers' experience can lead to increased trust and more positive reviews.

And hopefully, will bring in new customers in the future.

So how can you do this?

By acting on the insights you get from positive and negative reviews.

How to Get Actionable Insights from Customer Reviews

Learn from negative reviews and turn unhappy customers to future customers.

Analyzing and understanding your customer reviews can give your business an edge, allowing you to identify trends, address concerns, and enhance customer satisfaction. Here's how to transform these reviews into actionable insights:

Identify patterns and trends:

The first step to gleaning actionable insights from customer reviews is looking for patterns or recurring themes.

Are there certain aspects of your service that consistently receive praise or criticism?

If several reviews mention a specific feature or issue, it indicates an area that warrants your attention.

Learn from criticism:

Negative reviews, although disheartening, can be insightful. They reveal your service's shortcomings.

Instead of dismissing these reviews, consider them free advice on how to enhance your business.

Understand customer preferences:

Positive reviews will highlight what customers love about your business.

Are there specific traits or features they consistently praise?

This could guide future marketing efforts or influence the development of new services or products.

Benchmark against competitors:

Customer reviews give feedback about your business but can also help you understand how you fare against competitors.

Looking at reviews for similar businesses in your industry can offer a benchmark for your performance and provide ideas for differentiating your services.

Act on feedback:

Lastly, the most decisive step is action. When a review illuminates a specific issue, take swift and appropriate measures to address it.

If a review praises a certain feature or service, consider ways to enhance it further or replicate its success in other areas of your business profile.

By systematically analyzing your Google reviews, you'll be better equipped to respond to customer feedback in a way that improves your business and boosts your reputation online. Remember, every review - positive or negative - offers a chance to learn and grow.


In the digital age, mastering Google review management is not just beneficial; it's crucial for any business, including tour and activity operators.

Well-managed reviews are powerful tools that can significantly influence your company's reputation, customer relationships, and overall business performance. Through careful review analysis and strategic responses, you can leverage these insights to enhance your offerings and consistently meet and exceed customer expectations.

Always remember: each review, whether glowing praise or constructive criticism, represents an opportunity for learning, growth, and improved customer satisfaction.

Key Takeaways

1. Embrace Google Reviews: Recognize Google Reviews' unmatched power. With 93% of consumers influenced by reviews, their impact on your business is significant.

2. Adopt a Personal and Timely Response Strategy: Respond to both positive and negative reviews promptly. Personalized responses show your commitment to customer experience and can greatly influence your online reputation.

3. Learn from Criticism: Negative reviews can serve as constructive feedback. Use these to identify areas for improvement and demonstrate your commitment to customer satisfaction.

4. Leverage Positive Reviews: Utilize positive reviews to understand your strengths and bolster your reputation. They're your advocates, speaking volumes about your dedication to high-quality experiences.

5. Act on Review Insights: Regularly analyze reviews to gain actionable insights. This can guide improvements to your services, helping you consistently meet customer expectations and stand out from the competition.

Read more

Frequently Asked Questions (FAQs)

Frequently Asked Questions about responding to customer reviews.

1. Why is responding to Google Reviews important? 

Responding to Google reviews, both positive and negative, is crucial for several reasons. It showcases your commitment to customer satisfaction, builds trust with potential customers, and can influence your business's online reputation. Engaging with reviews also enhances your visibility on search engines, as Google's algorithm favors businesses that actively interact with their customers.

2. How can I respond to Google Reviews?

You can respond to Google reviews by claiming your Google business profile. Once you've claimed your profile, you'll have access to respond publicly to your business' reviews. Google allows business owners to post a reply directly beneath the original review, creating a conversation thread visible to other customers.

3. What should I remember while responding to positive reviews?

When responding to positive reviews, it's important to thank the reviewer, show appreciation for their feedback, and invite them to return. Remember to personalize your responses, use the reviewer's name, and mention specifics from their review. This not only acknowledges the positive feedback but also encourages customer loyalty and word-of-mouth referrals.

4. How should I respond to negative reviews?

Responding to negative reviews requires tact and professionalism. Begin by acknowledging the reviewer's concerns, expressing regret for their negative experience, and offering to resolve the issue. It's often helpful to move the conversation to a private channel, like an email or phone call, to discuss specifics. Regardless of feedback, always remain respectful and understanding.

5. What is the ideal timeframe to respond to Google Reviews?

Customers appreciate timely responses to their reviews. A survey by ReviewTrackers found that 53% of customers expect businesses to respond to online reviews within seven days. However, a more immediate response, within 1-2 days, can demonstrate your business's dedication to customer service and satisfaction.

6. Can I edit or delete a Google Review response?

Yes, you can edit or delete your review responses. To do this, log in to your Google My Business account, navigate to the 'Reviews' section, and find the review response you wish to edit or remove. Click on the three-dot menu next to the response, and select either 'Edit response' or 'Delete response.'

7. Can responding to Google Reviews improve my local SEO?

Indeed, responding to Google reviews can positively impact your local SEO. Google's search algorithm favors businesses that engage with their customers, including replying to reviews. By actively managing and responding to Google reviews, you can improve your search engine ranking. This will make it easier for potential customers to discover your business.

8. How can I encourage more Google Reviews?

Encouraging more Google reviews can be accomplished through various methods. You can ask customers directly, either in person or through digital communication channels like email or social media. Consider implementing a review management system that automates review asking. Remember, the key to garnering more reviews lies in providing excellent customer service - satisfied customers are more likely to leave positive feedback.

9. Can I respond to old Google Reviews?

Yes, you can respond to old Google reviews. Even if a review was left months or years ago, it's never too late to respond. This can show future customers that you value feedback and are committed to continuous service improvement, regardless of the timing.

10. What if I receive a fake or inappropriate Google Review?

If you receive a fake or inappropriate Google review, you can report it to Google for review. To do this, sign in to your Google My Business account, locate the review, click on the three-dot menu next to it, and select 'Flag as inappropriate.' It's essential to respond professionally in the interim, noting that you take such matters seriously and have reported the review. However, avoid engaging in any online discussions, as it can negatively impact your brand's reputation.

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