97% of consumers read review responses

RESPONDING TO REVIEWS

All too often neglected, responding to reviews is an integral part of online reputation.

The best practices below will help hotels reassure their guests (and future guests) that we take their feedback seriously and are proactive in addressing their concerns:

1. Respond to reviews as soon as possible. It is best practice to have a 24-hour response time for 1-, 2-, & 3-star reviews and 48 hours for all other reviews. The longer the review or comment is left un-responded, the more negative the impact on your reputation. Review response time is especially important if you constantly receive new reviews that take over the 1st or 2nd page of the review site.
   
2. Always refer to the reviewer by their display name, for example, DearRichard27, and avoid generic salutations like Dear Guest. This address lets the customer and others know that their opinions are being listened to specifically. It also gives reassurance that you are taking their comments seriously. 
   
3. Begin a response by thanking the reviewer for their feedback. Thanking the reviewer shows unappreciation for the reviewer taking the time and consideration to write a view. It also encourages others to post their feedback, which drives review volume and increases our hotel rank.
   
4. Never glance over the reviews; always read them in detail. 
   
5. Create a unique response. Do NOT copy & paste. Generic messages show a general disinterest and can create a negative view of the hotel. Duplicate responses can be worse for your online reputation than having no response.
6. Address specific points raised – positive & negative. Addressing specific points shows that you have taken the time to read the review in full. When the guest leaves a positive review, reiterate some specific compliments the reviewer makes about your hotel.
7. Address negative feedback. Apologize for unmet expectations and communicate a problem resolution. Assure the guest (and future guests) that the issue is under investigation or (where possible) solved. Use I statements when apologizing in your response. 
8. Do not repeat the negative feedback from the review in the response. Mention the negative points raised positively. For example, how the property is fixing the stated problem or what has been done since to correct the problem. 
9. Do not be aggressive or defensive in your reply to negative reviews. Where the comment is deemed unfair, consider how you can provide clarity in a conciliatory manner. Remember, always remain respectful, polite, and constructive.
10. Check your response before sending it. Be sure to proofread your response for grammar and punctuation. Double check that you have spelled the username correctly. If the review is not in English or a language you or an associate can fluently write and speak, respond in English. DO NOT USE GOOGLE OR OTHER AI TRANSLATORS to respond.
11. Sign all reviews with your full name and job title. Adding a name and title to the response gives it authority and weight, leaving an impact on the reader.
12. Do not include your phone number or email address. OTA sites will mark this as a violation and will reject your response. The only exception to this rule is on your brand review site. 
13. Do not ask the user to contact you directly. OTA sites will mark this as a violation and will reject your response. The only exception to this rule is on your brand review site. 
14. Train your team. For associates who respond to reviews, train them on our best practice guidelines and protocols. 
• Identify and delegate. Will the review responses be a task for the AGM, GSM, or GM? Will you alternate duties? 
• Dedicate a specific time of the day for responding to reviews and add it as an appointment on your calendar.
15. Request a meeting with an eCommerce Marketing Manager, ecommerce@mckibbon.com. Your eCommerce Manager will guide you and your team through our best practice guidelines and dive deeper into specific areas that will set you up for success.

HOW TO RESPOND TO NEGATIVE REVIEWS

1. Be polite and timely in your response, and thank the guest by name. Always thank the guest by name for taking the time to give their feedback. It is best practice to respond within 24 hours if the review is 1-3 stars. Remember, the longer the review or comment is left without a response, the more negative the impact on your reputation.
2. Do not be aggressive or defensive in your reply to negative reviews, even if the comment seems unwarranted or unfair. Negative reviews are an opportunity to show your strength in service recovery, so take the time and effort to ensure you provide an authoritative, positive response. Where the comment is deemed unfair, look at how you can clarify the situation using a conciliatory manner. Remember, always remain respectful, polite, and constructive. 
3. Apologize for any negative experience the guest encountered and for falling short of their expectations. Your apology is not an admission of guilt or wrongdoing. If someone takes the time to write a negative review, they want to be heard and acknowledged. We should express sympathy that their experience fell short of expectations.
4. Highlight any changes you have made or intend to make. It is imperative to let the guest know about the steps undertaken by the hotel to address their concerns. Doing this can quickly turn the situation around and help build trust and confidence in the guest. If it does not violate the OTA's review response policy, this is an opportunity to take the conversation offline to avoid further public conflict. 
5. Do not promise any form of compensation online to avoid setting a precedent. Review sites are equivalent to your lobby. Just as you would not loudly announce the compensation for a guest while in your hotel lobby, the same principle should apply when responding to reviews. 
6. Invite them back. Invite the guest to come back and see how you and your team have rectified the situation. Sign off the review with your name and position. Doing so shows that the hotel is interested in ensuring every guest has a great experience.
7. Remember that all feedback is valuable. If you handle a negative situation gracefully, it can mitigate the effects of the bad review in the eyes of your prospective guests.
8. Evaluate the need for follow-up procedures. If you have the contact information for the guest, send them an email or a call expressing your apologies and, if appropriate, offer compensation. Remember, do not offer compensation in the reviews section.

EXAMPLE: RESPONDING TO A NEGATIVE REVIEW

1. Address the guest with their username and thank them
2. Apologize for the inconvenience they experienced. 
3. Mention the steps you have taken or you are going to take to improve their inconvenience
4. Ask them to visit again to experience the improved services

EXAMPLE: RESPONDING TO A POSITIVE REVIEW

1. Address the guests with their name and thank them
   
2. Re-iterate some of the specific compliments the reviewer makes about your hotel or staff
   
3. Ask them to visit your property again