How to Manage Online Reviews for Hotels: 5 Best Practices
Navigating the online landscape of customer feedback can be a daunting task for hoteliers. This article distills the wisdom of industry experts into practical best practices for managing online reviews effectively. Unlock the secrets to turning guest critiques into growth opportunities with expert-backed strategies.
- Respond Promptly and Professionally
- Make Reviews a Daily Routine
- Use Surveys to Prevent Negative Reviews
- Monitor and Personalize Responses
- Engage with Customers and Encourage Reviews
Respond Promptly and Professionally
I've found that the best way for hotels to manage online reviews and improve their reputation is by responding promptly and professionally to every review-positive or negative. At one hotel I worked with, we used reputation management software like Revinate to track reviews across platforms in real-time. Instead of ignoring negative feedback, we made it a rule to acknowledge concerns within 24 hours and offer real solutions. One guest complained about slow check-in, so we not only apologized but also streamlined our front desk process based on their input. The result is higher guest satisfaction, improved ratings, and increased bookings. When potential guests see a hotel actively engaging with feedback, it builds trust and makes them more likely to book.
Make Reviews a Daily Routine
Whether the reviews are positive or negative, it's important to remember that reviews are a conversation. Hotels should make it part of their daily routine to check in and respond to guest feedback. By taking the time to reply thoughtfully, hotels show guests they truly care about their experience. This not only leaves a strong impression on potential guests by showcasing attentiveness, but it can also make a big difference in their decision to book.
Use Surveys to Prevent Negative Reviews
At Beachside VR, we take reputation management seriously and proactively manage guest feedback to enhance our service and online presence. Before soliciting public reviews, we ask guests to complete a checkout survey, allowing us to address any concerns and prevent potential negative reviews. This not only improves guest satisfaction but also helps us identify and resolve recurring issues. To encourage more positive reviews, we invite guests to share photos from their stay—most travelers love showcasing their experiences, whether it's a stunning sunset or a fun family outing. Lastly, we leverage automation with Zapier and OpenAI to instantly respond to positive reviews, thanking guests and welcoming them back. This keeps our engagement high while maintaining a personal touch.
Monitor and Personalize Responses
Managing online reviews effectively is crucial for hotels looking to maintain a strong reputation and attract new guests. The key is to be proactive rather than reactive. Hotels should monitor reviews across multiple platforms like Google, TripAdvisor, and OTA websites daily, responding promptly and professionally to all feedback both positive and negative. A best practice is to personalize responses, thanking guests for positive reviews and addressing concerns in negative ones with a genuine solution. Transparency and responsiveness show potential guests that the hotel values their experience. Additionally, encouraging satisfied guests to leave reviews can help balance out the occasional negative ones. Using reputation management tools like ReviewPro or TrustYou can streamline this process by aggregating reviews and providing insights on guest sentiment. An example of this in action was when I worked with a boutique hotel that was struggling with a declining online reputation due to a pattern of negative reviews about inconsistent housekeeping. Drawing on my years of experience in service-based industries and my understanding of consumer behavior, I helped the management team implement a structured feedback loop. We introduced real-time guest satisfaction surveys through a digital platform, allowing staff to address concerns before guests checked out. At the same time, we launched an internal quality assurance program, ensuring all rooms met the highest standards before guests arrived. Within six months, the hotel saw an increase in positive reviews and a significant rise in direct bookings. This transformation not only improved their online reputation but also strengthened guest loyalty, proving that actively managing feedback can turn challenges into opportunities.
Engage with Customers and Encourage Reviews
To effectively manage their online reputation, businesses should prioritize engaging with customers and encouraging them to leave reviews and provide feedback. Positive reviews from loyal customers not only boost credibility but also attract potential clients. If you receive negative feedback, showing appreciation for the input, acknowledging the issue, and making an effort to resolve it can make a big difference.
