We've pointed out the importance of guests reviews in our previous article: having many positive reviews is incredibly important for any hotel and a sure way to gain more bookings.
Replying to reviews - especially to negative ones - is paramount to convincing potential bookers that you are in control and will motivate them to complete their reservation.
But you must put some thought behind your replies when answering reviews!
Sending a special thank you can encourage others to leave reviews themselves and shows your compassion for hotel guests. Alternatively, if you're copy and pasting replies to negative reviews, that too will reflect how much you care!
Here are 7 best practices you should always keep in mind when replying to your guests reviews:
Being thoughtful and polite can go a long way, with minimum effort. A quick thank you and show of appreciation can reflect your brand's values and professionalism. Whether the review is positive or negative, opening with a 'thank you' shows the reviewer that you care about their opinion, allowing for the possibility of a more open dialogue.
Nowadays personalization is a key player in the hospitality business, especially as new trends are imposed by the travelers! It's very easy to have templates and just re-use them and it might work when replying to positive comments, but when replying to negative comments, let the review drive your response. Concentrate on the main issue and discuss your actions to resolve it, whilst avoiding becoming defensive. A negative review may feel like a personal insult, but take a breath and respond rather than react.
The general rule of thumb is to respond to guest reviews within 72 hours and we'd suggest prioritizing negative reviews first. If they are not answered within this timeframe, it starts to look like you don't care. Keep it short and sweet.
Customer satisfaction should always come first, so if you have a disgruntled reviewer, then take the time to apologize when necessary and acknowledge that you care how they feel. Thank the guest for taking the time to share their experience, acknowledge their issue and show empathy. Being humble can reconcile the reviewer and keep you from appearing defensive. Remember to remain professional throughout.
With HotelMinder, instantly match with vetted, trusted hotel experts.
HotelMinder, it is about:
Reassurance is one of the best things you can offer to an unsatisfied customer. By suggesting a few potential solutions or a plan of action to resolve the issue, the guest may give your hotel a second chance. In worst case scenarios offer a refund, a discount or anything else which you consider to be appropriate. Always remember to give a choice to the customer wherever possible.
Avoid upselling and promoting your products when replying to negative reviews. It's a surefire way to get them even more agitated! Use other channels to promote hotel services, reviews aren't the right platform.
Good grammar and spelling goes a long way and reflects on your brand, so check the review through before posting. Also, consider how the message might sound internationally, after all it may be read by millions of people!
Plan in time to answer reviews, they are important, and remember to proceed with caution as the customer is always right.
With the right online reputation management, not only will you increase your positive ratings, but will also in turn increase your revenue potential.
We have proven these techniques with our clients, so let's make it work for you!
With 15+ years of experience in supporting hoteliers in optimizing their operations and launching innovative hotels around the world, Benjamin Verot (a.
HotelMinder brings value to hoteliers through a Knowledge Hub, a Technology Marketplace and one-to-one hotel management consulting services. We also offer an exclusive network of hospitality industry experts, which connects hoteliers with vetted professionals who can offer clear, actionable solutions to address their most pressing operational problems.
With our 50+ years of combined expertise, HotelMinder’s services provide hoteliers with actionable solutions to critical business challenges, while establishing a relationship based on trust, engagement and mutual benefit. We help hotels meet and exceed their business goals through an in-depth analysis of consumer insights, business requirements and opportunities.
If you are a hotelier who needs support, information or advice, sign-up for a free membership.
If you are a hospitality industry expert who wants to help hoteliers achieve their business goals, join our experts network for free.
Your trust is our top priority. Whether you're choosing technology or connecting with an expert, we're committed to transparency. Here’s how we ensure you get unbiased, reliable guidance. Learn more about our promise.
Browse Knowledge Hub
Check out the latest insights, news and articles from the HotelMinder team, industry leading technology vendors and hospitality consultants.
Discover what a Hotel CRS (Central Reservation System) is, how it integrates with your PMS, channel manager, and booking engine and the key benefits it brings to hotel operations, revenue and guest experience.
Learn Generative Engine Optimization (GEO) to boost your hotel's visibility on AI platforms like ChatGPT. Our guide covers websites, reviews, and OTAs. Get seen.
Discover essential AIO and SEO tips to optimize hotel websites for AI-driven search. Boost visibility and direct bookings with conversational content and technical strategies.
Comprehensive guide to hotel room categories and classifications. Understand the differences between standard, deluxe, and suite rooms for better booking decisions and revenue management.
Discover more insightful articles in our Knowledge Hub and Partners Hub.
Sign up for expert insights, exclusive offers, and real solutions made for hoteliers like you.
