Consumer reviews on websites such as TripAdvisor is becoming an increasingly popular tool for customers who are trying to choose their hotel. The reviews and information posted online by previous guests at the hotel are given more weight and credibility than information written by the hotel itself. For this reason it is important that hotels regularly monitor what is being said about their property online and respond appropriately.
When responding to a negative review online there are a number of guidelines that should be followed:
- Always be polite and moderate in your response, do not give in to the temptation to rant even if you think the comments are unfair.
- Do not make any personal comments about the guest, keep your response professional.
- If there is truth or merit in the negative feedback, thank them for bringing it to your attention and apologise.
- Mention any steps that have been or will be taken to remedy the situation.
- Finish by inviting them to stay again to experience the improvements.
Make sure that any claims that you make are factual, don’t say that you have improved things that you haven’t as this will just make things worse.
Another good tip is to encourage customers who have had a good stay with you to write a review. If you have built up a rapport with a particular guest, ask them to write a review for you when they get home. Follow this up by sending them an email when they get back home thanking them for having chosen to stay with you and reminding them to write a review.