How to improve apartment reviews: 4 key moments that matter

A property's rating can jump from 3.8 to 4.9 in just two seasons. The key isn't renovation or price cuts, but a refined approach to the guest experience.

This isn't just about small tweaks. It's about understanding the critical moments that define a guest's stay, especially in light of recent changes to how major platforms calculate ratings.

— 01Booking changed the rules of the game

According to Dubrovački Dnevnik, Booking.com is changing its overall property rating system:

Newer reviews now carry more weight.

The system looks at reviews from the past three years, but the new calculation gives more significance to recent ratings. So, performance in 2023 affects a property's current score less than its performance now.

What this means for hosts:

• If a property has been renovated or service has improved, new, better ratings will raise the average score faster.
• If quality has dropped, bad new reviews will pull the average down faster.
• Either way, now is the right time for improvements, because the effect will be visible faster than ever.

— 024 moments that determine your rating

Analysis of hundreds of guest reviews reveals 4 key moments that most influence the final rating. According to Synchronest analysis, these are the same moments that industry research confirms:

1. First impression (first 15 minutes)

The guest has been traveling for hours. They're tired, hungry, and possibly frustrated from traffic. What they experience when they open the door can form up to 50% of their final impression.

What guests notice: - Smell. This is first. An apartment that smells clean creates a positive first impression. Avoid strong fragrances; a mild lavender scent or simply fresh air is best. - Temperature. If it's 35°C outside and 28°C inside because the AC wasn't turned on, it's a bad start. Turn on the AC an hour before arrival. - Floor cleanliness. The guest walks in, sets down their suitcase, and looks down. A dirty floor can immediately translate to a -1 star in their mind. - Light. A dark apartment with drawn curtains isn't welcoming. Open everything.

A proven technique: An hour before the guest arrives, turn on the AC, open the curtains, switch on one small light in the living room, and leave a bottle of water on the table. This takes 5 minutes, and the effect is huge.

2. The bathroom

This is the most critical space in the apartment. Guests are stricter about the bathroom than any other area.

What guests notice that most hosts overlook: - Tile grout. If it's black or moldy, it's perceived as "dirty," even if the bathroom was thoroughly cleaned that day. - Shower cabin. Limescale deposits on the glass are highly visible, as guests use the shower daily. - Hair dryer. If it doesn't work or is too weak, the guest is unhappy but may not report it until the final review. - Number of towels. Two thin towels for two guests for a 7-day stay is insufficient. Provide at least two large and two small towels per person.

An investment that pays off: Professional grout cleaning once a year costs 100-150 EUR. This investment consistently pays for itself through better reviews.

3. Bed and pillow

Guests rarely comment on an adequate bed, but they will consistently mention a bad one in reviews: "The pillow was like a rock" or "The mattress was uncomfortable."

Bad sleep = bad day = bad review.

Specifically: - Mattress: Doesn't have to be the most expensive, but must be less than 8 years old and without dips. - Pillow: This is the easiest upgrade. A good pillow costs 15-25 EUR, and a guest uses it for 56 hours over a 7-night stay. Invest in at least two types (e.g., firm and soft) and leave them in the closet. - Bed linen: 100% cotton, minimum 200 TC (thread count). Polyester feels cheap and is uncomfortably hot in summer.

4. Communication

According to research, over two-thirds of guests say communication is the most important factor in their vacation rental experience.

On Airbnb, Superhosts earn 60% more than average. One of the key criteria for Superhost status is excellent communication.

What "good communication" actually means: - Quick responses. Airbnb tracks response time; under an hour is ideal. - Proactive information. Send details before the guest has to ask. - Availability without intrusion. Be accessible but not pushy. - Local expertise. Have ready answers for common questions (recommendations, transport, pharmacies).

— 03How to "extract" a review from a satisfied guest

Satisfied guests often don't leave reviews, while dissatisfied ones almost always do. This can skew a property's rating downwards.

A proven method:

On check-out day, send a short, automated message:

"Thanks for your stay! We hope you enjoyed it. If you have a minute, a review on Booking means a lot to us - it helps future guests find our property. Best wishes!"

This message is short, applies no pressure, and gives a concrete reason for the request. This simple change can increase the review rate from an average of 40% to over 70%.

— 04How to respond to negative reviews

Negative reviews are inevitable. The key is how a host responds.

1. 1 Don't respond immediately. Read the review, step away, and come back the next day. Emotional responses are never productive.
2. 2 Thank them for the feedback, even if it seems unfair.
3. 3 If the criticism is justified, state what has changed. "Thanks for the note about the pillows. We've since replaced them with new memory foam pillows."
4. 4 If it's unjustified, be brief and professional. Do not get into a public argument. Future guests read these responses and judge the host by them.

— 05Investments with the best ROI for reviews

For that last item—whether hosts use their own document, a shared Google Drive folder, or a dedicated app—the key is providing all information in one place, with zero effort for the guest. This directly impacts the communication and "facilities" rating categories.

— 06Review response templates

A response to a review is a public document that future potential guests will read. Here are effective templates for responding:

Template for a 5⭐ review

Thank you so much for the kind words, {NAME}! It's wonderful to hear you felt comfortable and that {specific thing the guest mentioned - the pool, the terrace, the bed} met your expectations. We look forward to welcoming you back!

Why this works: Mentioning a specific detail reinforces a positive feature for future guests. "The pool was perfect" is a stronger recommendation than a generic "nice apartment."

Template for a 4⭐ review (minor criticism)

Thank you for the review, {NAME}, and especially for sharing your impressions. You mentioned {problem}. This has already been addressed - {specific action}. We would love to host you again to experience the improvement.

Why this works: Future guests see that the host listens and takes action. This builds more trust than a stream of perfect reviews.

Template for a 1-2⭐ review (bad)

{NAME}, thank you for the honest feedback. We are sorry your stay wasn't what you expected. {No excuses, no blaming the guest.} We understand that {paraphrase their issue}. We've taken steps to ensure this isn't a problem for future guests: {specific action}. Thank you for giving us the opportunity to improve.

Why this works: NEVER argue in a public response, no matter how unfair the guest's feedback may seem. Other readers will judge the host's professionalism, not the guest's complaint.

— 07How to ask for a review properly (legally)

Booking and Airbnb have strict rules about how hosts can request reviews. Here's what's allowed:

Hosts can: - Say "It was a pleasure having you - your feedback matters to us" - Send a thank-you message after departure - Mention that they read all reviews

Hosts cannot: - Ask for positive reviews specifically - Offer discounts or gifts in exchange for a review - Ask a guest to delete or modify a review they've already left - Send reminders more than once

Best timing: A day or two after departure. Guests still have a fresh memory, but the stress of travel has passed.

— 08A common mistake and its lesson

A common mistake is to respond emotionally to a negative review. For example, a host might write a long, defensive response to a 2-star review, explaining why the guest was wrong.

This is counterproductive. Future guests reading this exchange don't see an unreasonable guest; they see a host who argues publicly. This can directly lead to cancellations.

The most successful hosts treat every negative review as free business consulting. Some of the best property upgrades are born from criticisms that were initially hard to hear. Vacation rental management is a service business, and embracing that mindset is fundamental to success.