By now it should be no secret – hotel owners or managers must be quick to the keyboard in responding to guests’ reviews on platforms like TripAdvisor.
It shows your establishment really cares about what people have to say, and especially in the case of negative reviews, a well-worded response can buff a silver lining around a potential PR nightmare.
TripAdvisor found that 65% of their users are more likely to book with a hotel that responds to reviews (versus a similar hotel that doesn’t), and 85% of their users say a good management response to a poor review improves their impression of a hotel.
Even though it might seem like a straightforward process, there are some essential guidelines managers should follow in practical application. Keep in mind that a massive 148.3 million bookings are made online each year, and travellers use TripAdvisor to make informed decisions about where to stay.
Here we look at some real world examples of hotel managers who have hit the nail on the head, and others who have missed the mark catastrophically.
The good review
Responding to good reviews might seem like a pointless task – they already like you so why engage?
But taking the time to respond to even the most glowing review has great benefits. Not only does it encourage loyalty and turn those guests into brand ambassadors who recommend your hotel to others, but it also leaves a positive impression on other prospective guests scrolling through your reviews. In fact, TripAdvisor found that a massive 80% of their users believe a hotel that responds to reviews cares more about its guests.
A good example comes from Matthew Hiel, front office manager at the Hampton Inn & Suites Madison West:
Thank you for sharing your feedback regarding your stay! I am glad that we were able accommodate a room move for you. Also, thank you for the kind words regarding the breakfast. We are continually trying to improve the variety and quality of food items that we offer. Thank you for staying at the Hampton Inn and Suites Madison West and we hope that you will consider us for your next business trip!
Front Office Manager
Hampton Inn & Suites Madison West
This hotel manager gets a number of things spot on here, namely:
- Thanking the guest by name* for taking the time to write a positive review
- Reiterating the compliments that the guest gave in the response, reinforcing why the hotel is a great option for other readers
- Ending off by thanking the guest again and encouraging a return visit