How to respond to hotel reviews
July 8, 2024
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If you are among those who can't find time to respond to reviews or worry about every negative comment, this article is for you. You will find that responding to reviews on time can improve your business, image-wise and revenue-wise.
Why ignoring reviews is a mistake
Disappointed customers leave; their negative reviews, on the other hand, remain online, influencing potential guests for years. In the age of digital word of mouth, even small disservices can have a lasting impact on your hotel's reputation.
However, there is good news: by following the golden rule of "always respond quickly," you can turn the situation in your favor.
Responding to reviews improves online reputation
Responding to reviews takes time and resources, but is it really useful?
According to a Harvard study that analyzed thousands of reviews and responses on TripAdvisor, hotels that respond to reviews receive 12 percent more reviews and higher ratings, averaging 0.12 stars. These gains may seem modest, but the benefits become significant considering the rounding operated by the site.
A hotel with a 4.26-star rating, for example, may get a 4.5, while one with a 4.24 will drop to a 4. This difference can greatly influence consumer perception.
There's more. Starting to respond to reviews quickly leads to benefits: about one-third of the hotels studied saw their ratings go up by half a star or more within six months of management's first response.
Reduction of negative reviews
According to the study, responding to reviews leads to a decrease in negative reviews, particularly short and superficial reviews, which are the most damaging. Customers who see a manager "present" are less likely to leave negative comments, especially if they are trivial or unfounded.
More reviews, more success
Online reviews are the fifth most significant parameter that determines your hotel's ranking on Google. Positive, frequent, detailed reviews accompanied by photos improve your ranking. It is therefore a good practice to always request reviews from guests.
Tools for responding to hotel guest reviews
Responding to reviews is essential to improve your hotel's online reputation and increase earnings.
The best way to do this is to use a dedicated tool like Rebyū, the artificial intelligence that responds to your guests' reviews in your own style. Rebyū connects to major review platforms (Booking.com, Expedia, Tripadvisor, Google), allowing you to manage guest feedback in just a few clicks.