Guest reviews are published online at an astonishing rate. According to TripAdvisor, 280 traveler reviews are posted each minute of the day. With that number increasing year-over-year, it’s difficult for hoteliers to keep up. It’s vital for hotel management to respond to traveler reviews. Providing thoughtful and unique review responses takes time, which leaves many hoteliers asking, “how quickly should I respond to online hotel reviews?” While the ideal response time for each hotel may vary, industry best practices indicate that a 24-48 hour response time is best.
GMs and owners may find it difficult to respond within 24-48 hours, but a quick response time is important to the success of the hotel. There are three main factors to consider when prioritizing your review response time:
- Brand Standards
- Customer Expectations
- Effect on Hotel Reputation
Brand Standards
Some of the most prominent hotel brands have mandated response times for their hoteliers. The standard operating procedures for responses vary across brands by review website and time frame. Some brands only require responses to negative reviews (1-2 star reviews on a 5-star scale, 1-5 star reviews on a 10-star scale). Others mandate responses to internal surveys and brand-verified reviews. The response time required by brands also varies and can range from 24-72 hours. Despite these differences, the message brands are sending is clear: quick and effective responses are an essential part of guest service.
Customer Expectations
As always, the best practice in hospitality is prioritizing the needs of guests. This sentiment is true when it comes to replying to reviews. Just as you would require your hotel staff to promptly attend to a guest’s needs at the property, you should also respond to guest feedback as quickly as possible. For hoteliers that think of reviews as an ongoing frustration to deal with, it’s important to remember that on the other end of the review is a guest that you welcomed to your property. An online review is an opportunity for you to hear your guests and respond appropriately. When you think of online review websites as an extension of the hospitality you provide at your property, it makes sense to respond quickly and kindly.
