Ever noticed a description about a bed and breakfast or hotel that includes a star rating (not the user-generated rating based on reviews)?
Have you wondered how Google decides a property is a 2-star hotel, as opposed to a 4-star hotel?
Or has a customer asked you, and your scrambling looking through the Q4Launch Knowledge Base?
Well, you’ve found the right article!
The short answer: Google doesn’t decide it. It lets unbiased third parties that rate properties tell it what to score them. These ratings are typically based on the level of service, amenities, and overall quality of the property. See the end of this article for examples.
How to Correct Inaccurate Star Ratings For Your Customer
Google highly values accuracy for the information they provide, so if you can make a case that the current star rating is inaccurate, you should be able to get it changed fairly easily.
The following only works if there are independent, published star ratings that are different (preferably higher!) than what is shown on Google. If they all match what Google has, then there isn’t much you can do to change it, short of asking your customer to change what class of property they are.
We have successfully gotten Google to change its star rating for multiple customers by taking the following steps:
- Identify at least 2-3 independent, 3rd-party sites that list a star rating (not user-generated) for the property that is consistent and higher than what is currently shown in their Google My Business listing.
Example: Your customer is listed as a 2-star property, but the AAA website and Expedia both list it as a 3-star hotel. - Go to your customer’s Google My Business Listing (https://business.google.com/locations and select your customer’s profile).
- Click on “Support” in the bottom of the left-hand menu.
A Help search box will appear with various options. Scroll past the suggested topics and click “Need more help?” under the Contact Us heading- Select “Business Information and Edits” from the list.
- Select “Edit Business Information”
- You will see three contact options: “Request Callback,” “Request Chat,” and “Email Support.” Phone and chat are the two options we’ve used so far that have worked well.
- When speaking with Google support, make sure to clearly provide the name of your customer’s business, their current star rating on Google, and links to 2-3 third-party sites that display higher star ratings than what’s on Google.
- Once you’ve confirmed that the rating has been updated (may take a day or two after you talk to Google Support), make sure to let your customer know, as this is a great success story to share. You’re helping make sure everyone knows how great their business is, after all!
What do the different Star ratings mean?
The most detailed description we’ve found was Hotel.com’s ratings of 1 through 5-star hotels.
Keep in mind that a Five Star hotel is not necessarily better than a One Star hotel.
It is less expensive to offer a consistent experience at a one star hotel, and those cost savings are passed along to guests with lower rates. While hotels on the higher-end of the spectrum can and do charge more, much more is expected of them. Hotels need to decide what to shoot for, and how to manage operations to consistently provide that level of service.
Five Star
These are hotels that offer only the highest level of accommodations and services. The properties offer a high degree of personal service. Although most five star hotels are large properties, sometimes the small independent (non-chain) property offers an elegant intimacy that can not be achieved in the larger setting. The hotel locations can vary from the very exclusive locations of a suburban area, to the heart of downtown. The hotel lobbies are sumptuous, the rooms complete with stylish furnishing and quality linens. The amenities often include: VCR′s, CD stereos, garden tubs or Jacuzzis, in-room video library, heated pools and more. The hotels feature up to three restaurants all with exquisite menus. Room service is usually available 24 hours a day. Fitness Centers and valet and/or garage parking are typically available. A concierge is also available to assist you.
Typical National Chains That are Five Star
Ritz Carlton, Four Seasons.
Four Star
Mostly large, formal hotels with smart reception areas, front desk service and bellhop service. The hotels are most often located near other hotels of the same caliber and are usually found near shopping, dining and other major attractions. The level of service is well above average and the rooms are well lit and well furnished. Restaurant dining is usually available and may include more than one choice. Some properties will offer continental breakfast and/or happy hour delicacies. Room service is usually available during most hours. Valet parking and/or garage service is also usually available. Concierge services, fitness centers and one or more pools are often provided.
Typical National Chains That Are Four Star
Hyatt, Marriott.
Three Star
Typically these hotels offer more spacious accommodations that include well appointed rooms and decorated lobbies. Bellhop service is usually not available. They are often located near major expressways or business areas, convenient to shopping and moderate to high priced attractions. The hotels usually feature medium-sized restaurants that typically offer service breakfast through dinner. Room service availability may vary. Valet parking, fitness centers and pools are often provided.
Typical National Chains That Are Three Star
Holiday Inn, Hilton.
Two Star
Typically smaller hotels managed by the proprietor. The hotel is often 2 – 4 stories high and usually has a more personal atmosphere. It′s usually located near affordable attractions, major intersections and convenient to public transportation. Furnishings and facilities are clean but basic. Most will not have a restaurant on site but are usually within walking distance to some good low-priced dining. Public access, past certain hours, may be restricted.
Typical National Chains That Are Two Star
Days Inn, LaQuinta Inn.
One Star
Usually denotes independent and name brand hotel chains with a reputation for offering consistent quality amenities. The hotel is usually small to medium-sized and conveniently located to moderately priced attractions. The facilities typically include telephones and TV′s in the bedroom. Some hotels offer limited restaurant service; however, room service and bellhop service is usually not provided.
Typical National Chains That Are One Star
Econolodge, Motel 6.