To optimize confidence.
84% of users agree that an appropriate management response to a bad review "improves my impression of the hotel."
64% of users agree that an aggressive/defensive management response to a bad review "makes host less likely to book that hotel."
The message is clear that not only do hoteliers need to respond to negative reviews, but doing so in the right way is crucial.
Having a bad review hurts your reputation.
A proper response to a bad review can minimize the damage to your reputation by making prospective guests think more highly of you.
You should personalize your responses to the guest review and show your brand voice. You should also research the issue before responding. Did the guest complain before checkout? Is there a record of his or her communications with your staff?
Thank the guest by name.
Even if the negative review is aggressive or hurtful, you should thank the guest for taking the time to give feedback. Take a minute and remember that all feedback is valuable.
Apologize for the guest's poor experience.
Remember, an apology is not an admission of guilt or wrongdoing. You should express sympathy that his or her experience fell short of expectation.
Highlight any changes you have made or intend to make.
"Changes you have made or intend to make" can be as simple as inviting the guest to contact you, so you can make it right. Don't promise any form of compensation online to avoid setting a precedent.
Evaluate the need for follow up procedures.
If you have the guest's contact information it's a good idea to send them a personal email to express your apologies and offer compensation if appropriate.
Did this guest experience a systemic problem?
Is the problem unfounded or likely to be repeated?
Source: Erica Rich