REVIEW RESPONSE BEST PRACTICES

1. Respond to reviews as soon as possible.  63% of consumers expect a response to their reviews within 48 hours *. The longer a review goes unanswered, the greater the potential impact on your reputation—especially if it is a negative review.
2. Always refer to the reviewer by their display name. For example, if the guest's name is Mike Richard in the brand interface but their review appears under SparklePrincess27, address your response to SparklePrincess27. Using the reviewer’s display name helps create a more personalized response and shows that their feedback has been acknowledged and taken seriously. Many review platforms prohibit the use of personally identifiable information that is not publicly displayed, and referencing any part of a guest’s actual name may result in your response being rejected.
3. Only use generic salutations when a display name is unavailable. If the display name is the guest’s actual name, part of a proper name, or is not provided, use a generic salutation such as Hello or Dear Guest. Otherwise, address the reviewer using their displayed username. Many review platforms prohibit the use of personally identifiable information that is not publicly displayed, and referencing any part of a guest’s actual name may result in your response being rejected.
4. Thank the reviewer for their feedback. Thanking the reviewer shows appreciation for the time they took to share their experience. It also encourages others to post feedback, which can help increase review volume and improve hotel visibility.
5. Read each review carefully. Take time to understand the full message before drafting a response.
6. Create a unique response. Do not repeat the same responses for multiple reviews. Generic responses can make the hotel appear disengaged. Duplicate responses may be more damaging to your online reputation than not responding at all.
7. Address specific points, both positive and negative. Referencing details from the review shows that you read it carefully. For positive reviews, repeat a specific compliment the reviewer shared about the hotel, team, or experience.
8. Address negative feedback thoughtfully. Apologize for unmet expectations and, when appropriate, explain how the issue is being reviewed or resolved. Reassure the guest—and future guests—that the concern is being taken seriously.
9. Acknowledge concerns without emphasizing negative details. Acknowledge negative feedback in a positive and constructive way by focusing on what the property is doing, or has already done, to address the issue.
10. Avoid aggressive or defensive language. If a comment seems unfair, provide clarity in a calm and professional way. Always remain respectful, polite, and constructive.
11. Check your response before sending it. Proofread for grammar, punctuation, and accuracy. Double-check that the reviewer’s display name is spelled correctly.
    
12. Respond in English. If the review is not in English, or not in a language you or an associate can speak and write fluently, respond in English. 
    
13. 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.
14. 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. 
15. Do not ask the reviewer to contact you directly. OTA sites may treat this as a policy violation and reject the response. The only exception is on your brand review site.
16. Train the team. For associates who respond to reviews, train them on our best practice guidelines and protocols. 
    
1. Identify and delegate. Will the review responses be a task for the AGM, GSM, or GM? Will you alternate duties? 
2. Dedicate a specific time of the day for responding to reviews and add it as an appointment on your calendar.

Negative reviews are reviews rated 3 stars or below. When responding, the goal is to show prospective guests that your hotel reads feedback carefully, takes concerns seriously, and responds constructively. No business is perfect; what matters most is how concerns are acknowledged and addressed.

In addition to the best practices above, the following guidance can help with difficult reviews that may require extra time, research, or follow-up.

You can use an AI assistant, such as Copilot, to help draft responses to guest reviews.

CAUTIONS AND FOREWARNINGS

Human oversight is essential when using AI-generated content. Always review and verify responses before publishing to protect your property's credibility and ensure accuracy.

1. DO NOT COPY AND PASTE. Do not directly copy and paste AI-generated responses. Use AI content as a starting point and tailor it to the specific review.
2. Fact Check. AI tools can "hallucinate", produce inaccurate information, or include details that are not relevant to the review.
3. Do not include proprietary or sensitive information in your prompt. Remove details such as guest names, usernames, or any information that could create privacy, legal, or brand compliance concerns.

KEY ELEMENTS OF AN EFFECTIVE AI PROMPT

Use these elements to improve the quality and relevance of AI-generated responses:

1. Define the role the AI should assume.
2. Clearly state the objective.
3. Provide relevant context and background information.
4. Set any desired structure, tone, or limitations.
   

Note: The apology for the inconveniences experienced is most effective when it appears immediately after thanking the guest for feedback. The exact order can vary, but each key point should be included.

1. Address the guest by their name and thank them
   
2. Express your concern for what they experienced. 
   
3. Encourage them to check that they have posted to the correct business and possibly remove the review.
   
4. Ask them to visit your property the next time they stay in the area.