How hotels should respond to negative online reviews

Social media now provides hotels with the opportunity to respond to negative reviews easily and effectively. Below are some ideas on how you can respond to negative reviews to preserve your good online reputation and let potential and past customers know that you're listening and you care.

DO

1. Make sure senior management is involved in the process
2. Be timely - try to respond to the negative review within 24 hours
3. Thank the reviewer for their feedback to show that you are listening
4. Apologize that the stay did not go as planned
5. Be transparent
6. Point out that this is a rarity when compared with your regular service
7. Explain how you will be reacting to their feedback or action you will take. Eg you will follow up with the department involved, fix the problem, give them your personal email or phone number to call etc
8. Highlight any positive aspects that the reviewer left
9. Offer a direct line of communication (e-mail, phone line, etc.)
10. Fix the problem if there is one

You can also write a press release about any significant changes made due to the review.

DON’T

1. Ignore the negative review and think it will go away - if you don't respond, people will think it's true or you don't care
2. Write a response back when you're angry
3. Question the reviewer’s legitimacy
4. Reply with a discount which could only encourage negative reviews
5. Respond insincerely or automatically
6. Remove negative reviews (most sites do not allow this anyway)
7. Forget to respond to positive reviews (only responding to negative ones can make you look defensive)
8. Write fake reviews (you will be found out!)

 For more information about responding to negative reviews, or about social media management, speak to one of the marketing consultants at TA Fastrack today.