Build a review routine your team can maintain: invite honest feedback, respond with care and use recurring comments to improve a specific part of the service. Start by deciding who asks, when they ask and who follows up if a customer needs help.

How should a travel agency ask for a review?

Google Business Profile allows businesses to share a review link or QR code. Reviews must reflect a genuine experience, and Google prohibits incentives for posting, changing or removing reviews. Its guidance also encourages businesses to value balanced feedback. Source: Google Business Profile.

Our recommendation is to use the same neutral invitation for customers reaching the same service milestone. Do not make praise a condition of receiving the link. Keep an unresolved service issue in the support process, with an owner and next action, rather than using a review request as a substitute for help.

A request you can adapt

Illustrative wording: “Thank you for booking with us. If you would like to share your experience of our service, you can leave an honest review using this link. If there is anything you need help with, please contact our team using the details in your booking confirmation.”

Choose a sensible point in your own journey, such as after the trip, and check your communication permissions and the review platform’s current rules before sending. Avoid promising a reward. Make the business name and the destination of the review link clear so the customer knows where their feedback will appear.

Reply without exposing booking details

Google’s guidance says replies are public and advises businesses to protect private information. For a complex issue, it recommends moving the discussion to a private phone or email conversation. Source: Google’s review reply guidance.

Acknowledge the point raised, explain the next step you can actually take and give a contact route. Do not paste an itinerary, payment details or the history of a complaint into a public response. Keep the reply useful to the reviewer rather than turning it into a sales pitch.

For example: “Thank you for explaining what happened. We would like to look into the transfer arrangements with you. Please contact our service team using the details in your confirmation so we can review your booking privately.” Adapt this fictional example to the issue and only promise actions your team will carry out.

Turn feedback into one service improvement

Use a short review log with the date, theme, responsible colleague and action. Suggested themes include quote clarity, response time, travel documents and help during the trip. Keep personal booking information in the appropriate private system rather than duplicating it in a shared marketing log.

If several comments ask where to find transfer instructions, review the confirmation message and test whether a colleague unfamiliar with it can find the answer. Record the change and check later feedback. This creates a practical link between what customers say and what the team does.

What should you measure?

Track requests sent, reviews received, replies awaiting action and recurring service themes over a stated period. Treat a change in enquiries as a separate question to investigate. A review count alone does not demonstrate that the reviews caused more bookings.

Use our review planning guide and measurement guide. If you are considering software support, explore Luna Marketing local and reviews, then ask for a demonstration of the request, approval and response steps you need.

Written and reviewed by Travelgenix. Sources checked on 28 October 2026. The practical checklists and illustrative examples are our recommendations, not measured customer results.

Sources

Google Business Profile: getting and responding to reviews