Part 2 of our launch checklist: Reviews aren't just nice to have—they're your booking engine. Learn how to collect them, respond to criticism, and use guest feedback to iterate your property into something guests actually want to return to.
Part 2: What to Prepare After You Open
By Kim Ji-ho, ONDA Branding & Marketing Team
Photo by Jonathan Velasquez on Unsplash
This is the second part of our series on things you can't afford to miss when starting a hospitality business—focused on what to do after you open. Many people think the job is done once they've set up the property, opened the doors, and started taking bookings. But just like any other business, what happens after launch matters more than the prep work. You need to refine, adapt, and iterate constantly. And in hospitality? Even more so.
Unlike restaurants where guests spend an hour or two at a table, your guests are spending anywhere from 12 hours to several days inside your property—touching everything you've built. That's why listening to feedback and staying flexible with industry shifts is non-negotiable in this business.
So what should you be paying attention to? What can't you afford to overlook?
Collect Reviews from Every Guest
Getting reviews is hospitality 101. Good or bad, you need them. Direct feedback from guests on-site is valuable, but what really moves the needle are online reviews—on OTAs, TripAdvisor, and search engines. These are the touchpoints where future guests discover you.
After checkout, gently ask guests to leave a review. A little nudge goes a long way. Because here's the reality: 96% of online bookers read reviews before confirming a reservation.
What if you get a bad review? Reply publicly. Thank them for the feedback. Briefly mention what you're doing to fix it. Studies show that thoughtful responses to negative reviews actually improve trust among other potential guests.
Act on Feedback—Adjust the Details
Guests give you a lot of feedback. But if you just collect it and do nothing, what's the point? The key is to act on it—tweak your property based on what you're hearing.
Most feedback will focus on what's lacking, not what's great. Especially in the early days, write it all down. Fix things one by one. It could be a facility issue, an amenity, or even how your staff interacts with guests.
Yes, early feedback can sting—you've poured your heart into this place. But if you ignore it, the same complaints will pile up, and guest fatigue will set in. Put guest feedback at the top of your priority list. Always.
Run Promotions Directly on OTAs
Once you're open, there are tons of ways to promote your property: Google Ads, Facebook and Instagram campaigns, local newspaper ads, influencer programs, free trial stays to build reviews. But in my experience, the most efficient and cost-effective approach is running promotions directly on OTAs—the platforms where guests are already booking.
Why? You only pay when a booking happens. With search or social ads, you're spending on impressions for an undefined audience, and tracking conversion to actual bookings is messy unless you have serious technical chops. But on OTAs, you lower your rate through a promotion tool, and the platform does the heavy lifting—bumping you higher in search results, adding "discount" badges, and featuring you in curated lists. You're targeting people already looking to book. It's direct. It works.
*Tip: Why You Should Avoid Keyword Ads (for Now)
A lot of property owners think keyword ads are essential—guests search for accommodations, you appear at the top, they book. It feels like the digital version of handing out flyers.
But the truth? Outside of the psychological comfort of "being seen," keyword ads rarely deliver ROI for small properties. Top placements are expensive because of competition. Clicks don't guarantee conversions. And you're fighting against big brands with deep pockets.
Instead, focus on search engine optimization (SEO). Make sure your website, Facebook page, and Instagram are discoverable organically. Optimize your content so search engines can find you without paying per click. That's a smarter battlefield to enter.
Stop Looking Like an Amateur—Fast
What does "shedding the amateur look" mean? It means anticipating guest needs before they ask. It means making every part of the guest journey smooth and seamless.
To pull this off, you need two things: a clear service process and an owner who understands every step. If you don't know your own operation inside-out, you'll struggle to hire staff or handle issues when they arise—and guests will notice in their reviews.
So before you scale, before you hire, make sure you can run the whole show. Learn every process. Live it. Then expand.
*Tip: When Should You Hire Staff?
Should you hire from day one, or wait until you're stable? It depends on two things: the staff member's experience and your own management style.
If your hire has hospitality experience, bring them on early and build processes together. If they're green? Wait until operations are stable, then train them into a system that already works.
Your own style matters too. If you're hands-on with everything, hire a full-timer and run a tight ship together. If you can delegate effectively, bring on a part-timer to fill gaps while you focus on strategy.
Share Guest Stories on Your Blog and Social Media
If you have a blog or social channels, use them. Post regularly about the little moments—guest experiences, behind-the-scenes snapshots, day-to-day life at your property. This is especially important early on when you don't have many reviews yet.
When potential guests find you on an OTA and then search for you online, these posts build credibility. They humanize your brand. They make you feel real, trustworthy, and active.
Retake Your Photos Once You're Settled
Those rushed photos you took before launch? They served their purpose. But once you've hit your stride—once the property has found its rhythm—it's time to reshoot.
Hire a professional (or at least use pro-level equipment). Update every listing: your website, OTAs, social media, everywhere. 99% of guests are influenced by photos. Better images = more bookings.
(But don't over-edit. Misleading photos lead to bad reviews.)
That's a wrap on the post-launch checklist. Yes, there's a lot to manage. Yes, it's a grind. But nail these early, and your property stabilizes faster—freeing you up to focus on what actually matters: your guests and your operations.
Got more questions about running a property? Reach out to the Magazine ON team at magazine@onda.me. We work with hospitality partners every day, and we're here to share what we've learned.