Responding to Hotel Reviews: Dos and Don’ts of the Custom Reply (Tip 2)

Thankfully, fewer and fewer hotels are cutting and pasting replies to guest feedback. With the arrival of the custom message, a few new issues are showing themselves. Today’s tips are some friendly suggestions about those custom messages.

When tailoring replies to hotel reviews, don’t forget to address all of the guest’s concerns. If the guest posts three separate issues, either address them all generically (I’m so sorry you were disappointing with your stay), or ensure that you address each issue individually. The generic approach isn’t my favorite, but I think it’s better than being overwhelmed when a guest has a laundry list of issues to report and then accidentally skipping over something. Missing just one issue could really fuel the fire of their disappointment, because you don’t know what’s most important to them. Consider it an “each one or all together” approach.

Next, please skip the marketing message. I know, I know… it’s so hard not to talk about your $2.3 million renovation. Though your property may be imperfect during construction, the renovation probably isn’t to blame for every single guest issue that occurs during that time. I’ve seen something resembling this lately: “I’m so sorry you had issues with your room. We invite you to come back and visit us after our renovation, including a new lobby with fountains and a fine art collection, is complete this fall.” The same thing goes for directing guests to package promotions or any other new feature at your property that isn’t directly related to the issues they’ve called out. If it’s really relevant, sure, go ahead and include it, but if it’s not, don’t risk seeming like you’re using your responses for marketing.

Tip #2: Customize your responses with care. Address all the issues together or individually, but address all the issues. And take care not to seem like you’re using your responses as a marketing message.

Tony Ciccarone

Tony Ciccarone is a web developer who is experienced in making high-quality professional websites, writing clean & reusable code, and creating data-driven web applications.

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