Engaging with your customers post trip is a must for good reviews and repeat business.
Encourage your customers to leave a review in your follow up email but don’t include discount codes or another promotion as this could be seen as a bribe. Feel free to offer this without their prior knowledge after the fact.
TripAdvisor provide tools so you can automate emails post trip so make good use of these.
And if you receive a negative review, for your own brand reputation sake, answer this, and do so in a positive way. Don’t be defensive.
Showing potential customers you care by taking the time to answer another will go a long way to building trust.
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