93% percent of people read Google reviews before booking a hotel.
Many owners wonder if it’s worth responding to reviews. The short answer: yes, it is.
Even if your hotel isn’t sending out guest satisfaction reviews, third-party channels will always be available. It’s unsurprising that negative reviews have been increasing with lower occupancy and staff levels. Your response is what you do have control over. Here are some tips to manage your hotel’s reputation.
Don’t: Only respond to only the good
Respond to all reviews, positive and negative, across all platforms. This isn’t just so you can mitigate tension from an angry guest, but also so you can put your property in the best light. Hotel leaders fear negative online reviews because they may drive away existing and potential guests. Luckily, there are ways you can turn them to your advantage in some situations. Always base your response on facts and remember that most customers will be able to tell the difference between a legitimate complaint and an emotionally fueled tangent.
Do: Be empathetic
A response isn’t enough. Guests need reassurance that their complaint was heard and that your hotel is prioritizing the well-being of all guests. Whoever is responding to the reviews needs to have a customer service attitude and the authority to resolve complaints. This means that certain reviews may need to receive a response from a senior staff member. Apologize when you can, even if it’s something out of the control of the hotelier.
Don’t: Keep it all online
If the complaint is big enough, it’s best to take the conversation offline. You should include your number, name and email so that the reviewer can contact you directly about their issue. It’s easier to resolve complaints over the phone. Having a back-and-forth through a review platform typically leads nowhere, leaving both parties heated.
Do: Report reviews that violate terms violations
If someone is writing something that is untrue and violates the platform’s terms of service, you can try to report it. If you are successful, you have one less negative review to worry about. If it doesn’t get taken down, still submit a response. If you think that the guest may have accidentally reviewed the wrong establishment, let them know.
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