How to Respond to Hotel Reviews? Answer is – Responding to hotel reviews thoughtfully and strategically is essential for maintaining a positive online reputation and building guest loyalty. Here’s a general approach:

• Thank the reviewer. Always start with gratitude for their time and feedback.
• Address specifics. Reference details from their review to show you’ve read it carefully.
• Apologize for shortcomings. Sincerely apologize for any negative experiences.
• Offer solutions. Explain actions you’re taking to improve or invite the guest to contact you directly to resolve their issue.
• Remain professional. Even with negative reviews, focus on courtesy and helpfulness.

How to Respond to Hotel Reviews

In today’s digital landscape, online reviews wield immense power over consumer decisions. The hospitality industry is no exception – potential guests often rely heavily on the experiences of others when choosing where to book their stay.

This makes responding to hotel reviews not just a good practice, but a vital component of a successful reputation management strategy.

Why responding to hotel reviews matters

Builds trust and credibility: When hotels actively engage with both positive and negative reviews, it shows potential guests that they value feedback and are invested in providing a quality experience. Thoughtful responses demonstrate a willingness to listen and address concerns, fostering a sense of trust.

Provides an opportunity to showcase customer service: The way a hotel handles reviews is a direct reflection of its customer service philosophy. Prompt, courteous, and solution-oriented responses can transform disgruntled guests into loyal advocates, while even positive reviews can be elevated with personalized appreciation.

Influences booking decisions: Potential guests often compare reviews across multiple hotels before making their decision. A hotel that demonstrates attentiveness in its review responses is more likely to inspire confidence and ultimately win bookings.

Offers valuable insights for improvement: Guest reviews, especially negative ones, contain a wealth of information about areas where a hotel might be falling short. By actively monitoring and addressing recurring issues mentioned in reviews, hotels can drive continuous improvement in their services and amenities.

The impact of reviews on guest decisions

Numerous studies and statistics underscore the profound influence that online reviews have on traveler behavior:

• 95% of travelers read reviews before booking. (TrustYou)
• A one-star increase in a hotel’s rating can lead to a 9% increase in revenue. (Cornell University study)
• 73% of consumers say positive reviews make them trust a business more. (BrightLocal)

David Chestler Expert Opinion

David Chestler, Executive Vice President of Business Development at SiteMinder (leading hotel commerce platform) emphasizes: “Reviews are now a core part of the guest experience, both in influencing a traveler’s choice of property and during their stay. How a hotel responds to reviews—good and bad—offers significant insights into its culture.”

How to Respond to Hotel Reviews

While negative reviews often demand more attention, it’s equally important to acknowledge and appreciate the positive feedback your hotel receives. Here’s how to make the most of these glowing endorsements:

1. Responding to Positive Reviews

Express gratitude: Begin by genuinely thanking the guest for taking the time to share their positive experience. A simple “Thank you so much for your kind words!” goes a long way.

Highlight the positives they mentioned: Show that you’ve carefully read their review by specifically referencing the aspects they enjoyed. For example, “We’re delighted to hear you loved our spacious rooms and friendly staff!” This reinforces their positive impressions and demonstrates attentiveness.

Invite them back: Extend a warm invitation for a return visit. “We hope to have the pleasure of welcoming you back again soon!” conveys your desire to continue providing them with exceptional experiences.

Example Positive Review Responses

Review: “The staff went above and beyond, the breakfast was amazing, and the location was perfect! We’ll definitely be back.”

Response: “Thank you so much for the wonderful review! We’re thrilled you enjoyed our hospitality, delicious breakfast, and convenient location. We’d be honored to host you again in the future!”

Review: “What a gem of a hotel! Clean, comfortable rooms, and the most helpful staff I’ve ever encountered. Highly recommend!”

Response: “Thank you for the fantastic review! We’re so happy to hear you found our hotel to be a true gem. Our staff takes pride in providing exceptional service, and it means a lot to know their efforts made a difference. We look forward to welcoming you back!”

Sarah Dandashy Expert Opinion

Sarah Dandashy, hospitality consultant and author of Hospitality from the Heart, stresses the importance of personalizing positive review responses: “A generic ‘thank you’ falls flat. Take the opportunity to connect with the guest by mentioning something specific from their review and expressing genuine appreciation. It leaves a lasting impression.”

Why responding to positive reviews matters

Reinforces guest satisfaction: Acknowledging positive feedback lets guests know their experience was valued and appreciated.

Boosts staff morale: Sharing positive reviews with your team is a great way to recognize their hard work and motivate them to keep delivering outstanding service.

Attracts new guests: Potential guests browsing reviews are more likely to be drawn to a hotel that actively engages with positive feedback, as it showcases a commitment to guest satisfaction.

Tips for Effective Positive Review Responses

Be timely: Don’t let positive reviews languish – aim to respond within 24-48 hours.

Personalize: Reference specific details from the review and, if possible, use the guest’s name.

Keep it concise: A few well-chosen sentences have the most impact.

2. Responding to Negative Reviews

Negative reviews can be difficult to stomach, but they present valuable opportunities to demonstrate your commitment to guest satisfaction and continuous improvement. Here’s the essential approach:

Apologize sincerely: Begin by offering a genuine apology for the guest’s less-than-stellar experience. Avoid making excuses or becoming defensive. A simple “We sincerely apologize that your stay fell short of your expectations” sets a conciliatory tone.

Acknowledge their concerns: Demonstrate that you’ve carefully read their review and understand their specific frustrations. For instance, “We’re very sorry to hear that you found the noise level disruptive.” This validates their feelings and shows you’re taking their concerns seriously.

Offer a resolution: Whenever possible, provide a solution or take steps to rectify the situation. This could involve offering compensation, addressing the issue directly, or inviting the guest to contact you for further resolution. Example: “Please contact our guest relations manager at [email protected] so we can discuss how to make things right.”

Take it offline if needed: For complex issues or highly dissatisfied guests, it’s often best to continue the conversation privately. “We’d like to discuss this further and find a solution. Please reach out to us directly at [phone number or email].” This allows for more personalized attention and prevents a public back-and-forth.

Example Negative Review Responses

Review: “The room was dirty, the staff was rude, and the breakfast was inedible. Worst hotel stay ever!”

Response: “We’re deeply sorry to hear about your negative experience. This is certainly not the standard of service we strive for. We’d like the opportunity to address your concerns directly. Please contact our general manager at [email protected]”

Review: “Our room was advertised with an ocean view, but we could barely see the water. Very disappointing.”

Response: “Thank you for bringing this to our attention. We sincerely apologize for the misrepresentation of the room view. Guest satisfaction is important to us, and we’d like to discuss this further with you. Please email us at [email protected]”

Alex Spenceley Expert Opinion

Alex Spenceley, reputation management specialist for the hospitality industry, advises: “Even if you disagree with a negative review, it’s important to respond with empathy and a willingness to find a solution. Remember, your response is not just for the disgruntled guest, but for all potential customers reading your reviews.”

Why responding to negative reviews matters

Mitigates damage: A well-crafted response can diffuse a negative situation and prevent a disgruntled guest from further damaging your online reputation.

Demonstrates a commitment to service: Shows potential guests that you care about their experiences and are willing to take corrective action.

Gains valuable insights: Negative reviews often highlight areas where your hotel can improve its operations, amenities, or services.

Opportunity to win back a guest: In some cases, turning a negative experience around can create fiercely loyal brand advocates.

Tips for Effective Negative Review Responses

Respond promptly: Timeliness demonstrates that you take guest feedback seriously.

Stay calm and professional: Avoid defensiveness or taking the criticism personally.

Focus on solutions: Offer a resolution whenever possible.

Learn from the feedback: Use negative reviews as a catalyst for improvement within your hotel.

3. Responding to Mixed Reviews

Mixed reviews present a unique opportunity to showcase your attentiveness and willingness to improve while still highlighting the positive aspects of your hotel. Here’s how to strike the right balance:

Thank them for the positive aspects: Begin by expressing appreciation for the positive elements they mentioned in their review. For example, “Thank you so much for your feedback! We’re happy to hear you enjoyed our location and the comfort of our rooms.”

Address the negative concerns: Acknowledge their less-than-ideal experience with areas of their stay. Show empathy and reiterate your commitment to providing a positive experience for all guests. “We’re sincerely sorry to hear the service didn’t meet your expectations.”

Show a willingness to improve: Demonstrate that you take their feedback seriously. If their concerns highlight a specific issue, explain any steps you’re taking to address it. Example: “Thank you for bringing the breakfast selection to our attention. We’re currently reviewing our menu options and exploring ways to offer more variety.”

Example Mixed Review Responses

Review: “The hotel itself was beautiful and the pool was great, but the service was slow and the food was mediocre.”

Response: “Thank you for taking the time to share your experience. We’re so glad you enjoyed our hotel’s facilities and pool area. We apologize for the inconsistencies in service and food quality. Your feedback is being shared with our management team to ensure we improve in these areas.”

Review: “Loved the friendly staff and spacious rooms! However, the Wi-Fi was spotty and the noise from the street was noticeable at night.”

Response: “Thank you for the kind words about our staff and rooms! We apologize for the Wi-Fi and noise issues you experienced. We’re always looking for ways to improve, and your feedback is valuable. We’ll be looking into ways to enhance our Wi-Fi signal and explore noise reduction solutions.”

Maria Collette Expert Opinion

Maria Collette, a hospitality marketing consultant, emphasizes the importance of addressing both the positive and negative aspects of a mixed review: “Acknowledge the good, own up to the shortcomings, and express a genuine desire to improve. This shows potential guests that you value feedback and are committed to continuous improvement.”

Why responding to mixed reviews matters

Builds trust: A transparent response to a mixed review demonstrates that you don’t shy away from negative feedback and are genuinely committed to guest satisfaction.

Highlights your strengths: Underscores the positive aspects of your hotel while acknowledging areas for improvement.

Attracts guests with realistic expectations: Mixed reviews help potential guests understand that no hotel is perfect and can set appropriate expectations for their stay.

Tips for Effective Mixed Review Responses

Keep the focus on the guest: Avoid getting bogged down in defending your hotel; instead, focus on understanding the guest’s experience.

Be specific: Address the specific points raised in the review, both positive and negative.

Highlight action: If possible, mention steps you’re taking to improve based on the feedback.

Tips for Effective Hotel Review Responses

Beyond the basic strategies for positive, negative, and mixed reviews, here are some key principles to elevate your responses and leave a lasting positive impression:

1. Personalize your responses

Use the guest’s name: If available, address the guest by name (or their online handle) for a more personal touch.

Reference specifics: Mention details from their review to show you truly read it. Example: “Mr. Smith, thank you for mentioning our convenient airport shuttle service.”

Tailor to the experience: If a guest raved about your breakfast, thank them specifically for the positive feedback about that aspect. For negative reviews, acknowledge specific pain points.

2. Respond promptly

Time is of the essence: Aim to respond to reviews within 24-48 hours, especially for negative ones. This demonstrates attentiveness and a commitment to addressing issues quickly.

Set expectations: If a complex situation requires more time to resolve, let the guest know with a response like: “Thank you for bringing this to our attention. We’re investigating this matter further and will get back to you within [timeframe].”

3. Maintain a professional tone

Resist defensiveness: Even with unfair reviews, remain calm and solution-focused. Avoid taking criticism personally.

Choose your words carefully: Adopt a helpful and courteous tone throughout your response. Focus on resolution and building positive rapport.

Proofread! Typos and grammatical errors can undermine your professionalism. Take a moment to review your response before hitting ‘send’.

4. Use the opportunity to showcase your commitment to service

Go the extra mile: Whenever possible, offer a solution to the guest’s problem or suggest ways to enhance their future stay. Example: “We’d like to make your next visit exceptional. Please contact us directly to arrange something special.”

Promote your values: Subtly weave in your hotel’s dedication to guest satisfaction in your responses. “Providing excellent experiences is our top priority…”

Own your mistakes: If your hotel genuinely dropped the ball, a sincere apology and commitment to improvement go a long way.

5. Monitoring review platforms

Set up alerts: Use tools like Google Alerts or dedicated reputation management software to stay on top of new reviews across various platforms.

Know where to look: Monitor major review sites like TripAdvisor, Booking.com, Expedia, and Google Reviews.

Don’t ignore social media: Guests often share experiences (good and bad) on platforms like Facebook and Instagram. Pay attention to comments and tags.

Joshua Macht Expert Opinion

Joshua Macht, founder of a leading hospitality reputation management firm, stresses the importance of consistency: “Develop a standard response protocol and train your team to apply it across all reviews. This ensures a consistently professional and on-brand voice in your hotel’s communication with guests.”

Managing Difficult or Fake Reviews

Not all reviews are created equal. Unfortunately, some are patently unreasonable, while others may be outright fraudulent. Here’s how to handle these challenging situations:

1. How to handle unreasonable reviews

Take a deep breath: It’s understandable to feel frustrated by a review that seems wildly unfair or exaggerated. Before responding, take a moment to compose yourself.

Assess the situation: Is the review simply a matter of differing expectations, or is it truly malicious? Is the guest highlighting a legitimate issue, even if expressed in an overly critical way?

Respond, but keep it brief: Acknowledge their frustration, but avoid getting drawn into a lengthy argument. Example: “We’re sorry your experience didn’t meet your expectations. We strive to provide [positive aspect], and it seems we fell short on this occasion.”

Focus on facts: If the review contains inaccuracies, politely correct them with facts. “Our records indicate that your room was cleaned daily during your stay.”

Don’t take it personally: Remember, some people are simply prone to negativity. Your professional response will speak volumes to potential guests.

2. What to do with potentially fake reviews

Gather evidence: Are there inconsistencies in the review? Does the reviewer have a history of overly negative reviews for other businesses? Can you verify if they actually stayed at your hotel?

Report to the platform: Most review sites have mechanisms for flagging suspicious reviews. Provide your evidence and explain why you believe the review is fake. Example: Find the ‘Report a Review’ option on TripAdvisor or Google Reviews.

Respond strategically (if necessary): If the review remains, you may choose to address it publicly to preserve your hotel’s credibility. Keep your response brief and professional: “We can’t find a record of a guest with this name in our system. If there’s a genuine issue you’d like to discuss, please contact us directly.”

Lisa Kolb Expert Opinion

Lisa Kolb, a reputation management consultant specializing in hospitality, warns against overreacting to unreasonable or potentially fake reviews: “The majority of potential guests can spot an unfair or fraudulent review. Your calm, measured response is far more important for your reputation than engaging in a public dispute.”

The Benefits of Responding to Hotel Reviews

1. Builds trust and credibility

Transparency fosters trust: When hotels acknowledge both positive and negative reviews, it signals honesty and a genuine desire to provide excellent experiences.

Guests value responsiveness: Potential guests see that the hotel cares about feedback and takes concerns seriously, building confidence in the brand.

Mitigates negative reviews: A well-crafted response to a negative review can lessen its impact and demonstrate the hotel’s willingness to resolve issues.

2. Demonstrates commitment to guest feedback

Turns feedback into action: Responding to reviews shows you’re not just listening to guests, but actively using their input to improve.

Guests feel valued: When guests see their feedback acknowledged, they feel heard and respected, fostering loyalty.

Drives positive word-of-mouth: Guests who have a positive review interaction are more likely to recommend the hotel to others.

3. Improves guest experience

Identifies areas for improvement: Reviews are a treasure trove of insights into what guests love and where there’s room for growth. Addressing recurring themes can elevate the experience for future guests.

Opportunity for recovery: Responding to negative reviews gives you a chance to turn a disgruntled guest into a satisfied one.

Empowers staff: Sharing positive reviews with your team boosts morale and motivates them to continue providing outstanding service.

4. Potential for increased bookings

Influences booking decisions: Potential guests often read reviews before choosing a hotel. Attentive review responses make a positive impression and sway those decisions.

Improves search ranking: Some review platforms factor responsiveness into their ranking algorithms, giving engaged hotels better visibility.

Direct booking opportunities: In your responses, invite guests to book directly on your hotel website for future stays, potentially bypassing commission fees from third-party booking sites.

Dr. Michael McCall Expert Opinion

Dr. Michael McCall, a professor of hospitality marketing at Michigan State University, highlights the long-term benefits: “Hotels that prioritize review responses aren’t just addressing individual issues; they’re building a culture of continuous improvement and guest-centricity. This translates into stronger brand reputation and increased long-term profitability.”

Conclusion

In today’s digital landscape, online reviews wield immense power over consumer choices, and the hospitality industry is at the forefront of this trend. A proactive and thoughtful review response strategy is no longer optional – it’s essential for hotels of all sizes and styles.

By gracefully acknowledging positive reviews, addressing negative ones with empathy, and highlighting your commitment to service excellence, you have the opportunity to perform the following:

• Build a trusted and respected online reputation
• Demonstrate your unwavering dedication to guest satisfaction
• Transform negative feedback into insights for improvement
• Attract new guests and foster loyalty among existing ones

Remember, each review response is a chance to showcase your hotel’s values, win over potential customers, and solidify your position as a top choice for discerning travelers.

FAQs

How often should I respond to reviews?

Ideally, aim to respond to all reviews within 24-48 hours, especially negative ones. Timely responses demonstrate attentiveness.

Should I respond to every single positive review?

While it’s great to acknowledge as many positive reviews as possible, prioritize personalized responses that highlight specific aspects the guest loved.

What if I don’t have time to manage reviews myself?

Consider designating a dedicated team member or utilizing a professional reputation management service to ensure consistent and timely responses.

Can I encourage guests to leave reviews?

Absolutely! Subtly promote leaving feedback on platforms like Google Reviews, TripAdvisor, or your post-stay guest surveys. Make it easy for guests to share their experiences.

What’s the best way to handle a fake review?

Gather evidence, report it to the review platform, and if necessary, respond publicly in a brief and professional manner to maintain your credibility.