Online reviews are crucial. Before booking a hotel, making a restaurant reservation, or choosing a site for a special event, people read them. Usually, guests only leave reviews when they are very satisfied — or very disappointed. So, how should hotels respond to negative reviews?

Many Consumers Trust Reviews

Forbes reports that 75.5% of consumers rely on online reviews when making a purchasing decision. Therefore, online reviews are essential when a guest is deciding between two properties. If they see positive reviews from your hotel and negative ones for the property across the street, they are more likely to stay with you. However, Forbes notes a negative review isn’t necessarily the final word, but failing to respond properly could trigger damaging effects. Negative reviews serve as an important reminder of how crucial it is for a property to monitor feedback regularly. One overlooked negative review is too many.

Maintain A Positive Online Reputation

The occasional negative review is not typically a major issue. But if negative reviews appear nearly as often as positive ones, it’s time to make changes. Gelato explains some reasons why responding to negative reviews is so important:

• Building trust: Responding to a negative review shows your guests you genuinely care about their opinions.
• Improving customer retention – resolving issues with an unhappy customer can help retain that guest. 
• Enhancing your reputation – if a potential customer sees your hotel replied to a negative review, it can give the impression that you want to right your wrongs.

Respond to Negative Reviews

The Bazaar Voice reminds us that no one is perfect. So being transparent and responding to negative reviews can make you appear more trustworthy in the eyes of travelers. Often, a negative review can alert a company to an issue on property they might not have known about. Such feedback can spark innovation to improve a product or service. Additionally, it can help you brainstorm about new service offerings. This strategy can also benefit future marketing campaigns. If a hotel revamps rooms after some negative reviews, it can show customers that the property listened to their feedback. Also, The Bazaar Voice suggests that something as simple as apologizing or thanking a customer for their feedback can go a long way. 

Negative reviews should not cause panic if managed properly. At Point Taken, we assist hotels in crafting responses to negative online reviews. Need help replying to an unhappy guest? Contact Point Taken today.