Online reviews are critical to the success of our business, with 93% of consumers saying online reviews impact their purchasing decisions, and that the minimum rating they will engage with is 3.3 stars. Surveys show 77% of consumers have access to Google on their smartphones. Responding to Google online reviews is another critical piece in not only building a positive online presence, but also in encouraging other consumers to leave their feedback and engage with your hotel.
Managing Positive Reviews
Responding to positive reviews is just as important as responding to negative reviews. However, many businesses wonder why.
Why respond to a good review?
If a good customer leaves a glowing five-star review, it can’t get any better than that, right? Actually, it can. Responding to a positive review is an easy way to engage with happy customers that benefits both our brand identity, and your one-to-one relationship with that customer. Remember, online reviews and review sites are public, so the positive conversations that happen about our brand here can do wonders for your hotel!
Actively creating, and engaging with, positive online conversations about our brand and the local community can encourage others to participate in that conversation, and generate more buzz and visibility for your hotel
It affects search rankings. By replying properly, you can improve the SEO (Search Engine Optimization) ranking of the review, and help the review show up in search results for a business
How to respond to a positive review (4 steps)
Step 1: Thank the customer for the positive review and be specific.
Ensure the reviewer knows a real person is behind your reply by thanking them for something specific they said. “Thanks for leaving a review and mentioning our front desk associate Jodi. You’re right, she is always smiling!"
Step 2: Use the business name and keywords in your review response to the good review.
Using the business name, category and location in your response will help the positive review appear in search results. “The team here at Red Roof Inn is thrilled to hear such good feedback, and we’re proud to be one of the cleanest hotels in Framingham."
Step 3: Add a little marketing to your review response.
Your reply is public and will be read by others, including future customers, so throw in some marketing! Mention a behind-the-scenes reason they had a great experience, or a new feature or promotion. “Did you know RediAccess gives our RediRewards members free access to thousands of money savings discounts not available to the public?”
Step 4: Invite customer to do something in your response.
Ask the customer to return, use another service or spread the word. “Next time you’re in the area, you should mention COLUMBUS promo code for a discount!” “We hope to see you again soon and tell a friend!”
Managing Negative Reviews
Negative reviews can be crippling to your hotel, especially if you have few reviews to begin with. Even worse, Negative reviews that go un-responded to. Don't let those online wounds fester! Dealing with negative reviews doesn't have to be hard, and it can even be leveraged as a marketing and branding opportunity.
Why respond to a negative review?
Unfortunately, you can’t just ignore a bad review until it goes away. In fact, ignoring an unpleasant review can make things worse!
You're not just replying to just the one reviewer. You're speaking to everyone who reads this review, including potential future customers.
Replying is your opportunity to make things right. If a customer brought a complaint to you in person, you would try to make it right. The same goes for online reviews—despite the impersonal nature of online reviews, it’s not over just yet. You can turn this thing around!
Replying shows other readers, you are not shady or neglectful to feedback, and have taken steps to ensure this problem won't happen to the next customer.
How to respond to a negative review (4 Steps)
Step 1: Apologize and sympathize in your response to the negative review.
Acknowledge the customer’s concerns. Even if they are unfounded, show sympathy that they had a bad experience. “I’m sorry to hear about your bad experience.”
Step 2: Insert a little marketing in your response to the bad review.
Explain what your customers usually experience. “We’re normally known for our exceptional attention to detail, and we regret that we missed the mark.”
Step 3: Move the conversation offline.
Provide contact info with someone at your hotel so they can discuss the problem in person. “My name is Jennifer and I am the General Manager. I would love to discuss this further, please contact me at [phone number / email].”
Step 4: Keep your response simple, short and sweet.
Don't go into too much detail or ask any questions. This will prevent saying something that might cause the upset customer to add more negative feedback by replying to the review. Three sentences for your whole reply is a good rule of thumb.
Bonus: Don't include our business name or relevant search keywords. You don’t want this review showing up in search results!
It is important as a company to ensure we respond to all reviews in a professional and personal manner.
Online reviews help our business increase visibility through improved local search rankings, influence purchase decisions, and provide valuable feedback that helps us improve day-to-day operations.
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