You’ve worked hard to earn great reviews, and sites like TripAdvisor and OTAs know that properties with strong review scores attract more attention and bookings.  So, they recognise your success with a free badge or certificate to put on your website.

Sounds good, right? Two things you need to watch out for:  

1. The badge links away from your website. Guests who click it are taken to the review site, like TripAdvisor, or an OTA to read more. 

2. You’re advertising their brand for free. Their logo sits on your website, promoting their business to your potential guests. 

But the real problem comes when guests click through. They’re not just shown your reviews; they’re offered other accommodation options too, including your competitors, neatly lined up as alternatives.

Ultimately, the OTAs and review sites want guests to book something. They don’t care if it’s your property or somewhere else. Even if the guest books with you, you could end up paying commission on a booking that might otherwise have been direct.  

It’s a clever trick, and it works. These badges are not about recognising your hard work: your early rises, the attention to detail on your breakfast menu, the effort to source local food, and the little touches that surprise and delight your guests. They’re also a way to get your guests onto someone else’s website. 

Try it for yourself. If you have an award badge on your website, click it and see what happens. Are you immediately shown other properties? How do they compare with yours?  

Your reviews are valuable; make sure they work for you.

Great reviews build trust that drives direct bookings. Sharing your review scores and awards can be a good way to show what makes your property special.   

But you want those reviews to help win direct bookings, not send potential guests elsewhere. 

How to fix it

You can still show off your awards and review scores without sending guests away from your website.  

Simply use an image of the badge or award without a link. You can take a screenshot of the award or ask your web designer to create one for you. If you’re unsure how to do it, share this article with them. 

Those free badges might look tempting, but your reputation is yours. Make sure it’s working for your business, not someone else’s.