Using five-star reviews to maximize capacity and grow your tour business

Tour operators love seeing five-star reviews. It feels good knowing that a guest enjoyed your tour or activity so much that they wanted to share their experience online. While you can’t control what customers write, you can choose how to highlight your best reviews and use them to build trust and drive bookings.

The first step? Knowing the difference between an average four- or five-star review and one that goes above and beyond.

Sharing these high-quality reviews not only puts your business in the best light but also gives potential customers the information they need before they’re ready to book. In this guide, we’ll cover what makes a review shine and how to use your best ones to support your marketing strategy.

What makes a good review?

Looking for the best reviews to include on your website or share on social media? Choose ones that meet the following criteria to help future bookers make a confident decision.

A high star rating (but not all fives!)

The best reviews are the ones with a high star rating — and plenty of detail to match.

A business with only five-star ratings can seem suspicious and lead people to think that some — or all — of the reviews are fake. Real reviews will be diverse and include varying perspectives, and even for the best-run businesses, that can mean a few four and even three-star reviews. As long as your overall review rating is 4-star or above, this should not hurt you.

Specific details about the experience

While short reviews are helpful, the best ones include details that future bookers care about — like the guide’s name, the pace of the tour, or what made it memorable

“This is the best ghost tour I’ve ever taken. Steve is a true storyteller and managed to keep things spooky while giving a historical account of Boston that was really interesting with lots of fun facts that I had never heard before. Steve was very respectful to everyone, keeping in mind that some were more scared than others. The level of walking was just right. We were outside for some of the time but most of the stops were indoors. Take this tour, you won’t be disappointed.”

This review stands out because it offers helpful info about the tour — like walking level, indoor/outdoor balance, and storytelling style — plus a shoutout to the guide. Mentioning staff by name makes the experience more relatable and trustworthy.

A response from your business

Make great reviews even stronger by responding to them. A simple “thank you” shows appreciation and builds trust with potential bookers. Here’s how to write a great response.

Standout customer service moments

Choose reviews that highlight what you do best, specifically the distinguishing ways in which your business goes the extra mile to look out for your guests. 

Examples include reviews about helping a guest reschedule a tour, accommodating someone’s complicated dietary restrictions, helping a potential booker choose the white water rafting tour that was best for their skill level, or any other instance when the reviewer highlights a positive interaction with your team.

Photos or videos from real guests

Other reviews to show on your website or social media profiles are those that feature user-generated content (UGC). Photos or videos of guests enjoying themselves on your tour or activity go a long way to persuade others to book because they can see the experience in action. Plus, UGC increases conversions, has a high impact on purchasing decisions, and is one of the most trusted forms of content.

Pro tip: Ask guests to tag your business in photos so you can easily reshare their UGC.

How to put quality reviews to use

Many potential customers will discover your business through review sites like Tripadvisor and Google. But you can go even further by showcasing your best reviews on your website and in marketing campaigns.. 

On your homepage

Add your best reviews to your homepage, tour pages, and a dedicated testimonials page. Use bold headings to draw attention, like “Over 500 Five-Star Reviews” or “Top-Rated Kayak Tour in San Diego.

As quote cards on social

Share one great review each week with a thoughtful caption. Pair text-only reviews with your own photos or turn user photos into UGC-style content. Work reviews into your regular posting style, whether that’s stories, carousels, or collages

You can get creative with a slideshow or collage of guest photos along with five-star ratings, or highlight them one at a time, thanking the reviewer for their great photo or video. 

If your reviews don’t include photos or videos, turn standout quotes into graphics paired with your own photos.

In email campaigns

If you send out regular newsletters, consider adding a small section where you feature recent positive reviews. 

Sending a promotional email? Highlight a certain tour or event, and include a good review for that specific experience to prompt people to book.

On third-party sites

You don’t have too much control over how reviews get organized on third-party sites, but you can do your part to make positive five-star reviews more visible. 

On Google, Tripadvisor, and other review sites, visitors and business owners can mark reviews as helpful, similar to upvoting. This moves reviews to the top so more people can read them. 

Responding to reviews also gets more eyes on them since readers typically seek out responses before making a purchasing decision.

Turn glowing reviews into your strongest marketing tool

The right reviews do more than boost your star rating — they build trust, highlight what makes your tours stand out, and nudge future bookers closer to clicking “reserve.” By choosing detailed, guest-focused reviews and strategically sharing them across your marketing channels, you turn customer praise into powerful promotion.

Ready to amplify your reviews and increase bookings? Discover how FareHarbor can help your business thrive.