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12th July 2017 Hotels

Responding To Negative Reviews On TripAdvisor

Social Media is like fire. It can be a force of great power or a cause of great harm.

According to Google, 93% of all hotel booking decisions made online are influenced most by the guest reviews on hotel and 3rd party websites.

80% of online bookings are now made through OTAs, whilst Facebook is the world’s fastest growing channel for hotel content, so the guest reviews is a very powerful weapon indeed.

So what happens when a guest posts a negative review? How do you respond, and more importantly how do you minimise the impact of that review on any future bookings? Here are our 10 top tips:

  1. Monitor all guest reviews – good and bad – using tracking tools if necessary.
  2. Don’t panic. Even the best hotels get negative feedback at some point.
  3. Don’t rush to reply. A response within 24 hours of posting gives you time to compose a calm response.
  4. Don’t take it personally; every review is subjective.
  5. Develop a series of templates for responses.
  • Thank the guest for taking the time to write
  • Acknowledge any positive comments
  • Address the specific complaint directly
  • Sometimes, just saying sorry is all it takes
  • Explain what steps you are taking to prevent a repeat
  • Avoid using industry jargon
  • Always invite the guest back
  1. Keep it brief and make it as positive as possible.
  2. Don’t include guests’ names, rates paid or other personal information in your response. It’s a breach of data protection laws.
  3. Take note of what the negative reviews say. Seeing a string of complaints about the same thing just tells a prospective guest that you aren’t doing anything about it.
  4. Use the tools available to you as a hotelier on TripAdvisor. Report reviews you feel are incorrect or fake.
  5. Remember that your responses will be read by other potential guests too.

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