We often are asked by hoteliers, “Why do I need to respond to reviews?” or “Do you have any best practices for posting management responses?” Understanding the online comments posted about your hotel and responding appropriately on the applicable channels is the mandatory minimum for any hotel’s involvement in social media. Whether you like it or not, guests will write positive and negative reviews about your hotel, and it is essential to know when and how to reply to reviews. Not responding correctly or at all to reviews will have a direct impact on a hotel’s reputation and revenue.
Identifying Types of Reviews
You might ask, “Should I respond to all reviews?” and “How should we respond?” Before you automatically start responding to all reviews, be sure you are able to identify and differentiate between positive, negative, and neutral reviews. This will help you address any problems and prioritize which reviews to respond to first. When we say positive, neutral or negative reviews, we do not necessarily mean the actual rating or specific wording of the review from the perspective of the reviewer but rather the image conveyed to the reader after reading that specific review.
Timeliness of Review Responses
Time is of the essence and response time is critical when responding to reviews. No matter what type of review, the Reviewer and Readers (third-party potential guests) will be able to read your response if posted in a timely manner. Generally speaking, aim to have responses posted within 24 hours and no more than 48 hours after a review has been written.
Guidelines for Responding to Reviews
By monitoring what your guests are saying and the experiences they are reflecting, you can identify the positive experiences new guests expect to receive when staying at your hotel so your staff delivers these experiences consistently. Additionally, you can address any concerns directly and ensure readers that any issues have been, or will be, addressed by your staff. Here is a simple overview of how to reply to different reviews:
When posting management responses, be sure to avoid:
Now let’s take a look at some examples of good responses to both positive and negative reviews.
Positive Review Examples
The Review and Response:
As mentioned above, management responses can and will affect your reputation and revenue. By following these guidelines and responding to reviews appropriately, you can engage with your guests post-stay, build guest loyalty, convince third-party readers to stay at your hotel, and ultimately drive the bottom line.
We just sent you an email. Please click the link in the email to confirm your subscription!
OKSubscriptions powered by Strikingly