Research shows that 98% of consumers check online reviews when comparing businesses. Google reviews are the most viewed – and most trusted – with 87% of consumers saying they checked them in 2022. Research also shows that consumers are more likely to choose businesses that respond to all of their reviews, as opposed to just reviews that are positive or negative.
Considering the impact that ratings can have on a business, responding to negative hotel reviews is essential to managing your online reputation. But it can also take up valuable time to manually sift through so many platforms and comments. So what’s the best, most cost-efficient way to reply to bad reviews from guests?
In this guide, we’ll share six examples of real hotel responses to negative reviews, along with some tips and best practices to help you improve your own responses.
Most negative reviews of hotels deal with one or more of the following issues:
Regardless of what the reviewer’s issue is, it’s important to respond calmly, courteously, and swiftly while also personalizing the response and attempting to move the conversation offline.
Let’s look at six examples of how real hotels have responded to negative reviews featuring some of the common complaints above, then dive into some tips and best practices to help you write effective responses.
Guest issues in this negative review: Rude service, problems related to air conditioning, slow check-in, noise, technical issues with hotel website, disappointing experience with hotel shuttle service
What this reply gets right: The response to this negative review uses the guest’s name, includes an apology to the guest, and references specific details from the review (e.g. “confusion relating to the shuttle service and AC,” “a longer-than-usual check-in process”). Additionally, there are matching timestamps on the response and negative review, indicating that the hotel replied within 24 hours.
Guest issues in this negative review: Dissatisfaction with room cleanliness and room service, noise, issues interacting with staff members
What this reply gets right: The hotel apologizes for the negative experience while highlighting its commitment to customer satisfaction and “flawless,” “exemplary” service. The response also uses the guest’s name, thanks them for their valuable feedback, and places an emphasis on “continuous efforts to improve” the guest experience.
Guest issues in this mixed review: Concerns about room cleanliness, disappointing customer service
What this reply gets right: The hotel uses the guest’s name, thanks them for their feedback, and offers an apology for the reviewer’s specific issue (“your forgotten watch”). It also empathizes with the reviewer (“We understand that it is frustrating”), which makes the apology feel more personalized and sincere.
While apologetic in its overall tone, the response still manages to highlight the hotel’s positive actions (“provide you with a clean and comfortable room”), along with expressing commitment to provide “a more satisfying experience” for guests.
Guest issues in this mixed review: Concerns over room size, lack of basic bathroom amenities, problems with temperature control, dissatisfaction with guest parking
What this reply gets right: The response acknowledges details from the original review, uses the reviewer’s name, emphasizes the hotel’s commitment to providing a comfortable experience, assures them their feedback will be used to improve future experiences, and thanks the reviewer for their comment.
Guest issues in this negative review: Issues with room assignment, issues with humidity control, pricing and quality of hotel food, concerns over potential leaks in room
What this reply gets right: This response uses the guest’s name, apologizes for the reviewer’s dissatisfaction with their room, and offers several remedies.
Guest issues in this negative review: Dissatisfaction with front desk service and room service, dissatisfaction with pricing and quality of food, inadequate luggage carts for guests, issues with elevator speed
What this reply gets right: The hotel uses the guest’s name, emphasizes that their goal is to provide a positive experience for guests, and assures the guest that their feedback will be used to make improvements.
It's important to follow best practices when you’re responding to negative hotel reviews on any review site, whether it's general (like Google) or hotel-specific (like Expedia).
Here are the tips we'll be covering to help you write better review responses to negative feedback from guests:
By following these best practices, you'll be able to confidently and effectively respond to hotel guests who leave negative online reviews.
Address the guest by their name if possible and refer to specific details mentioned in their review. This demonstrates that you have read and understood their feedback.
Example: “Thank you for reaching out to our team with feedback about your stay at [Hotel Name], [Reviewer’s Name].”
Respond to each concern mentioned in the negative review individually. Offer explanations where necessary and provide information on how you plan to rectify the issues described by the unhappy customer, such as poor customer service or disappointing food quality, in a timely manner.
Example: "Thank you for bringing this to our attention. Guest feedback is important to our team, and you have our assurance that we are currently looking into the issue you described regarding [ the cleanliness of your room, the room service that you received, the Wi-Fi in our conference room , etc. ]."
It's not enough to say that you're sorry to hear about a problem or a negative experience. You also need to reassure the dissatisfied customer that you're taking steps to improve guests' satisfaction.
Assure the guest that their online review is valuable and that you will use their detailed feedback to make necessary improvements. You should also mention any actions or changes that have already been taken to address similar issues.
Example: "We appreciate your feedback, as it helps us identify areas for improvement. We have taken note of your concerns about [ parking, temperature control, customer service, etc. ] and have already implemented steps to address them."
Whenever possible, provide a solution or remedy to the guest's concerns. This can include offering a refund, a future discount, or an invitation to contact management directly for further assistance.
While it's acceptable to compensate an unhappy guest for a negative experience, it's important not to provide incentives for leaving positive feedback (such as offering discounts in exchange for 5 star reviews), which could lead to negative consequences for your organization.
Example: "We would like to make it right for you. Please reach out to our customer service team, and we would be happy to discuss a suitable compensation or an alternative solution."
When you respond to negative reviews, suggest that the guest reaches out to you directly or provides you with their contact information. This allows you to have a more detailed conversation away from the public forum. That way, you can thoroughly address the negative feedback without getting into a public confrontation or causing damage to your online reputation.
Example: "We encourage you to contact our customer service team directly to further discuss your concerns. They will be able to provide further assistance and address any outstanding issues."
It’s important to respond promptly to demonstrate your commitment to customer service, especially when a guest has a complaint or issue. You should aim to respond to one star reviews without comments in 24 hours or – ideally – significantly less.
ResponseScribe’s AI-generated review response service enables you to respond to negative reviews in just one hour on average, ensuring reviewers connect with you quickly and get the speedy service they expect. Learn more about using AI to efficiently manage your negative reviews and online reputation.
Keep an eye on hotel review platforms to ensure that the unhappy guest's concerns have been adequately addressed. You should also follow up with the guest if necessary to confirm their satisfaction or offer further assistance. This can include reaching out via email or contacting the guest by phone.
There are several benefits to following up diligently on guest complaints. If you provide outstanding support and resolve the guest's issue in a prompt and professional manner, they may update the bad hotel review to include positive feedback. This sends a signal encouraging potential customers to trust (and try) your brand.
Remember, your response to a negative hotel review can have a significant impact on your online reputation – and the perceptions of potential customers. By addressing reviewers’ concerns professionally and showing your commitment to customer satisfaction, you can help mitigate the negative impact of bad hotel reviews and leave a positive impression on potential guests.
Monitoring and replying to reviews enables you to gain actionable customer feedback, make improvements to the guest experience, and portray your brand positively to potential guests. However, replying to all of those guests can also become time-consuming – and, if handled incorrectly, can hurt your reputation even more than the original review.
ResponseScribe eliminates the stress and hassle of responding to guest reviews while ensuring that your reviewers receive fast, professional, and personalized replies.
Simply choose the platforms you’d like us to monitor and select the plan that’s right for your hotel’s reputation management needs. We offer AI-powered, people-powered, and hybrid response solutions, which all provide business insight reports and allow you to edit responses.
ResponseScribe is the best review software because it simplifies online reputation management for hotels, motels, inns, and B&Bs. Our service enables you to:
Explore AI-generated, people-powered, and hybrid review response plans to find the features and pricing that are right for your hotel organization’s needs. Start your free trial today.
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