With the increasing popularity of user-generated reviews, hoteliers may lament the loss of control over what is being said about us online, but we’re still in full control of how we react. In his latest article, Daniel Edward Craig offers some suggestions for using negative reviews to effect positive change in your hotel.
1. Speak up. We would never ignore a guest ranting in our lobby, so why do so few negative reviews receive a response? (7%, according to TripAdvisor). It’s our chance to show the world we care, to thank the guest for feedback, to apologize and explain, and to clear up any misconceptions. On TripAdvisor reviewers can’t reply to hotel responses, so effectively we get the last word. Use it.