Review bombing on Google: What restaurants and hotels can do

Five stars. Actually good news. But the text suddenly says that the tables are dirty, the service is bad or the hotel room is unkempt. And shortly afterwards, more reviews appear with a strikingly similar pattern.

Review bombing is the process of creating unusual or coordinated reviews that aren't based on real guest experiences or are not intended to manipulate a business's rating. Google prohibits reviews without real-world experience, as well as unusual review patterns that indicate manipulation.

Why such reviews should not be underestimated

For a new guest, Google reviews are often part of the first impression. It's not just the number of stars that counts. Statements about cleanliness, service, food or rooms can also influence the decision for or against a business.

In addition, there is another point: Google uses content from reviews to create frequently mentioned topics and review snippets about a company. Recurring terms can thus become more visible.

AI is also playing an increasingly important role. Google Maps uses Gemini in certain markets to summarize reviews and answer questions about places. However, Google does not disclose the exact weighting of individual reviews.

That is why it is worth checking not only the stars, but also the text of new reviews.

How do you recognize suspicious reviews?

A closer look is particularly worthwhile when several abnormalities come together:

several similar reviews within a few hours or days
Same or very similar formulations
Statements that cannot be attributed to a visit to a restaurant or hotel stay
five stars, although the text is clearly negative
Same pattern for multiple businesses

A single unusual review is not proof of review bombing. It becomes particularly noticeable when a pattern repeats itself.

Affected? How to proceed

1. Save reviews first

Take screenshots of the eye-catching reviews and note the profile name, date, and if possible, the direct link.

If several similar reviews appear, document them together. This way, the pattern remains comprehensible.

2. Report a review on Google

Open your Google Business Profile, go to Reviews, and report the review in question.

Select the reason that best fits the possible policy violation. Google then checks whether the review violates its own guidelines. According to Google, the review usually takes several days.

3. If the review is not removed, file an appeal

You can use Google's Feedback Management Tool to check the status of your report.

If Google does not initially find a policy violation, you can file a one-time appeal. Up to ten reviews can be selected.

Not every negative review is removed

An unpleasant or critical review is not automatically a violation of the guidelines. Google does not remove reviews simply because a business does not agree with the criticism.

The decisive factor is whether the review violates the content guidelines, for example because it is not based on a real experience or is part of a manipulated rating pattern.

Use Google for orders

Google doesn't just play a role for restaurants when it comes to reviews. With Order with Google, guests can place online orders directly via Google Search or Google Maps at supported businesses.

You can find out more about this in our article Lightspeed POS system: Features for the Swiss foodservice industry.

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Raoul Corciulo

CEO
Sales & Customer Success