As a hotelier, do you find yourself wondering why you should even bother responding to guest feedback? After all, you’re busy attending to the guests that are currently on your property and don’t have time to give attention to guests that have already left. However, what about future guests? Certainly, you want to prevent any obstacles from getting in the way of travelers booking a stay at your hotel.
NB: This is an article from Travel Media Group
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By not responding to reviews, you could be turning away future business.
Responding to reviews allows for a few things to happen. First of all, you’re showing your guests and everyone else that reads your hotel’s reviews that you care about what they have to say. Whether the feedback is good or bad, it’s essential to acknowledge what each review says. Additionally, responding to hotel reviews allows you to clear up any issues or misunderstandings. You can provide additional context to help future travelers understand the situation better.
This would not be a complete guide on hotel review response if we did not mention the unfortunate results of ignoring your hotel reviews. These results can be very severe and potentially irreversible.
The first consequence is the loss of guest attention and interest in your hotel brand. Not staying engaged with your audience ultimately leads to guest dissatisfaction and feelings of neglect.Your repeat audience is a primary source of business so losing them is a significant blow to your hotel’s bottom line.
Secondly, the ramification of diminishing your hotel’s reputation is irreparable. It takes a substantial amount of time to create a credible and respectable hotel reputation, but in the blink of an eye it can be ruined and lost forever. Hotel reviews make up the backbone of your hotel’s digital infrastructure and known reputation.
Third, your property’s downfall will allow your competitors to capture more of the market and permanently fill your spot. Uprooting them after they cement themselves is practically impossible.
Finally, the most obvious consequence of neglecting to respond to your hotel’s reviews is fewer bookings at your hotel. Less bookings means less revenue which in turn may signal going out of business. It’s clear that not responding to hotel reviews is a critical mistake, but outlining just how decisive it is hopefully motivates you to continue response writing.
Establishing a Response Voice to Your Reviews
The beginning of your hotel review response journey will require you to establish a distinct digital voice that distinguishes your brand. This voice will need to be recognizable because it is an asset that separates your hotel(s) from competitors. Use this new found voice to connect with your guests and inform them of any relevant information that pertains to your property. For instance, any planned or underway renovations are great details that guests should be aware of.
