How Hoteliers Can Effectively Respond to Negative Reviews

I’ve seen hundreds of negative public reviews for businesses on sites like Google met with complete silence or the same copied-and-pasted answer managers use for every review.

While a well-crafted response is necessary, a straight copy and paste has always left me feeling like those business owners don’t care about their customers’ complaints. Guests always want to feel heard, and those responses don’t elicit that feeling. With reflective and earnest responses, you can demonstrate that your business cares and doesn’t brush off essential issues.

But according to Hotel software provider Preno, there’s an even more damaging option. “As a hotelier, the worst thing you can do for your business is ignore negative reviews online.”

TrustPulse, a plugin software that tracks conversion metrics, notes that 97 percent of consumers look at a business’s online reviews before buying their products or services. Additionally, consumers see businesses that respond to negative reviews as 1.7x more trustworthy than those that don’t. TrustPulse also found that “not responding to reviews can increase your customer churn by 15%.”

With so much on the line, it’s essential to respond properly. Here are three steps to make that happen.

1. Be quick

TrustPulse says 53 percent of customers expect businesses to respond to their reviews in an hour. Alternatively, 57 percent believe they should respond over the weekend. A prompt response shows your commitment. Quick responses show you’re attentive and willing to address issues promptly.

2. Show gratitude

Let your guests know you appreciate their feedback. Thank them by name, even if the review was hurtful. It’s essential not to take reviews as a personal attack. Addressing the guest by name demonstrates attentiveness and respect, showing that their feedback matters to you. It establishes a more personal connection, increasing the likelihood of retaining their business. It also humanizes your business, making it appear approachable and empathetic, which can minimize the impact of a negative review on potential customers.

3. Apologize

Again, this isn’t a personal attack; ultimately, your reputation is on the line. An apology demonstrates empathy and a willingness to address shortcomings, showing that you value guest feedback and are willing to change. Self-reflection and self-awareness help rebuild trust and retain the guest’s loyalty. Apologizing publicly also shows potential guests that you take feedback seriously. While apologizing, reflect on their complaint so your response is more personalized. And ​​if you’ve already started making changes, let them know how.

Negative review apology example

Writing your negative response is how our steps come together for a hypothetical complaint about bathroom cleanliness:

[Customer name], I sincerely apologize for the cleanliness issue you encountered during your recent stay at our hotel. Your feedback is invaluable to us, and I want to assure you that we take it very seriously. Our housekeeping team has been informed, and we are implementing additional training and quality checks to ensure that such lapses do not recur.

We sincerely appreciate your feedback and are committed to making the necessary improvements to prevent similar incidents in the future.

• [Your name and title]

End: how to make a real difference