Winning strategies for responding to reviews: from inefficiency to excellence

Many hotel establishments neglect or mishandle responses to reviews, ignoring the value of this practice. A ReviewTrackers survey found that only 53 percent of businesses actively respond to online reviews. However, from personal experience, this percentage may be even lower in Italy.

Here is an overview of the different strategies adopted by the facilities and their impact

• The ignored problem (15%)

  These hoteliers live in an "Edenic" world, as if the phenomenon of reviews does not concern them. Refractory to the need to respond, they run their business completely ignoring the implications of digital word of mouth. Often, they are unaware of the negative consequences this lack of attention can have on the establishment's reputation.

• The problem managed in economy (25%)

  Some hoteliers recognize the need to respond, but try to save money by outsourcing the task to unskilled staff, such as night porters or interns. Responses are often repetitive and impersonal, further damaging the reader's perception.

• The problem heard but neglected (30%)

  In this case, the hotelier is aware of the importance of responding to reviews, but fails to prioritize this activity. Management is often chaotic, with sporadic and careless responses, fueling a sense of guilt for not adequately addressing the issue.

• The problem handled directly (10%)

  Some hoteliers understand the importance of responding to reviews and decide to do it themselves. If the property is small, they manage to keep a good handle on the situation, but this management requires time, resources, and a solid background in communication. The result is positive, but challenging.

• The problem addressed with industrial approach (15%)

  Large hotel chains or sizable facilities tend to handle the issue of reviews in a standardized way, often relying on predefined or automated responses. This approach solves the problem on the surface, but creates no added value for the reader, who perceives a lack of attention.

• The problem as an integral part of the vision (5%)

  The most enlightened hoteliers have turned responding to reviews into a true art. They have understood the importance of this activity and manage it with dedication and care. The result is transparent and engaging communication that builds trust and improves the perception of the facility, with positive impacts on RevPAR as well. Often, these smaller facilities excel precisely because of this care.

Automation and the risk of standardization

With the advent of artificial intelligence, many facilities are adopting automated responses to reviews. However, if these responses lack empathy and personalization, they risk the opposite effect, alienating customers instead of engaging them. Tools like ChatGPT can be useful, but only if used strategically and humanely, avoiding generic responses that convey little care.

Rebyū and the challenge of Beauty

In creating the Rebyū platform, we sought to develop response techniques that reflected not only efficiency and professionalism, but also a communicative aesthetic capable of conveying the beauty and attention to detail typical of Italian culture. We could not do otherwise in a country that was the birthplace of Leonardo and Piero della Francesca.

Conclusion

Responding to reviews is not a task to be taken lightly. Each response, if carefully curated, can turn into an opportunity to improve the reputation of the facility, build customer loyalty, and, most importantly, convey the value of hospitality.

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