How to deal with negative opinions and reviews in the accommodation industry?
You are looking for a hotel for your trip. What do you do to make sure you make the right choice? Exactly! You check reviews of the facility online. Your guests do the same, and every review matters. For accommodation facilities, online reviews are one of the most important factors influencing the decisions of potential guests. Positive comments can attract new customers, while negative ones can effectively scare them away or at least make them question their choice of your short-term rental property. Research clearly shows that most people check online reviews before booking a hotel or guesthouse, and that even a few unfavorable reviews can influence their decision. Ultimately, there are so many properties to choose from, so why should they take a risk? That’s why online reputation management is an essential part of doing business in the tourism industry today.
What do you need to know? Although it may seem otherwise, guest service does not end when they leave – it continues after their stay, when they share their experiences online. A professional approach to reviews, both positive and negative, is the key to building a credible image for your property and a good relationship with your guests. Critical voices are inevitable, that’s a fact – they happen even in the best-run places. However, the key is how owners and managers respond to such reviews. Proper communication can not only mitigate the effects of negative comments, but also convince potential customers that the facility cares about the quality of its services and “takes to heart” every opinion or constructive criticism.
In this article, we will look at effective ways to deal with unfavorable opinions. We will discuss strategies for communicating with dissatisfied customers, conflict resolution tactics, and ways to turn critical reviews into an opportunity to improve service quality. You will learn how to respond to difficult comments in order to maintain a positive image of your establishment, as well as how to use negative feedback to make beneficial changes. At the end of our article, you will also find additional materials to help you effectively manage your online reputation.
Negative reviews? It’s not the end of the world!
You run your accommodation facility to the best of your ability, until finally that unwanted moment arrives – someone leaves a negative review. The guest complains about the lack of hot water, perhaps about noisy neighbors, or maybe about something completely different that you would not have expected. At first, you feel irritated, maybe even angry or scared: “What?! But I’m doing my best!” Sound familiar? Don’t worry, everyone gets negative reviews, and we do too. The key, however, is how you respond to that review.
Online reviews are a natural part of running a business. No company has only positive reviews, and if it does, they may turn out to be false. Even the best hotels in the world receive critical comments – that’s the reality. Online reviews are an integral part of running an accommodation business, and instead of fearing them, it is worth learning how to work with them. After all… isn’t it better to treat them as a free marketing tool? Extremists even believe that “it doesn’t matter what they say, as long as they talk about you,” so relax. We will explain how to deal with such a situation.
Negative reviews of short-term rental properties – how to deal with them?
First of all, every review, even the less pleasant ones, is an opportunity to learn. Maybe some aspect of guest service really does need improvement? Maybe something that seems trivial to you is crucial to the customer? By listening to feedback, you have a chance to improve your services and make future stays even better. Drawing conclusions from constructive criticism is a valuable skill.
Secondly, do you know what scares potential guests away the most? Not responding to negative comments or, worse, deleting them. Nowadays, customers value authenticity, so it’s worth focusing on transparency. Instead of hiding from criticism, show that you can accept feedback and learn from it.
Guests don’t expect perfection. What they do expect is honesty and a willingness to solve problems. If something has actually gone wrong, admit your mistake and offer a solution. You will gain more this way than by pretending that there was no problem. Many rental property owners respond to positive comments and ignore negative ones. This is certainly not good PR for the property.
How to communicate effectively with dissatisfied guests?
A negative review is not a death sentence. It is an opportunity to show professionalism and customer care. How to do it right?
How to respond to negative reviews?
- Stay calm. It’s obvious that unfavorable reviews stir up emotions, but your response should be factual and polite. Write it when you’ve calmed down and remember that a professional approach is essential.
- Thank them for their opinion. Even if the comment is unpleasant, show that you appreciate the feedback. After all, the guest took a moment of their valuable time to comment on their stay at your facility.
- Show empathy. For example: “We are sorry that your stay did not meet your expectations” – this sentence immediately creates a positive impression and emphasizes a professional approach.
- Offer a solution. Maybe another stay at a discount? Maybe an improvement to a specific thing at the facility? Show that you are taking action, but invite them to contact you privately or initiate such contact yourself. Responding to a comment is not a good place to negotiate compensation.
Examples of well-constructed responses
Guest: “The room was cold and the staff did not respond to this issue.”
Your response: “Thank you for sharing your opinion. We are sorry that the temperature in the room was not adequate – we will check this and make sure that the heating system is working properly. If you decide to visit us again, we will be happy to offer you a room with individual temperature control.”
Guest: “The breakfast was disgusting and the coffee was awful.”
Your response: “Thank you for sharing your comments. We are constantly working to improve our breakfast menu and are happy to take our guests’ suggestions into account. If you have any specific preferences, please contact us and we will try to meet your expectations on your next visit.”
Referring to the saying that the customer is always right, any response to a negative comment such as “That’s not true,” “That’s not how it was,” or “That’s just your opinion, we think differently” doesn’t make much sense and doesn’t do the establishment any good PR.
Conflict resolution and trust rebuilding tactics
Any conflict can be resolved if we approach it with the right attitude and a well-developed strategy. It sounds like battle planning, but it is literally the opposite. Below, we have compiled all the advice that can be a “cheat sheet” for short-term rental property owners.
How to avoid escalating negative emotions?
- Don’t react impulsively. Before you reply, wait a moment and think carefully about what you want to say.
- Don’t blame your guests. Regardless of the situation, avoid using a tone that suggests “it’s not our fault” — this will only make matters worse.
- Show that you are listening. Guests want to feel that their voice matters.
- Consider whether it is worth offering compensation. If the mistake was on your part , it is worth offering a discount or a small gift. But if the opinion is unfair, it is better to give a factual response and assure them of the high quality of your services.
How to turn negative reviews into an opportunity for growth?
Negative reviews may seem like a blow to your reputation, but in reality they are an invaluable source of information and should be treated as such. Every complaint is a signal that something needs to be improved – instead of taking it as an attack, it is better to treat it as a free audit of your services. Guests rarely leave negative comments without reason, and recurring comments in particular may indicate real problems that are overlooked by accommodation owners. Maybe the staff needs additional training? Maybe the cleaning standards need to be improved? Or maybe it’s worth improving the booking system to avoid misunderstandings? Analyzing reviews allows you to identify these issues and effectively improve the quality of your services.
However, it is not enough to just read reviews – it is crucial to monitor them regularly, respond, react, and implement changes. Leaving reviews unanswered is one of the biggest mistakes you can make in short-term rentals. If guests see that a hotel or guesthouse responds to reviews, draws conclusions, and takes real action to improve the quality of its services, it builds their trust. What’s more, it’s worth communicating the changes openly – on the website, on social media, or even in messages to guests. “We have introduced a new solution in response to your suggestions” – such a message shows that the voice of customers matters and encourages them to continue sharing their opinions.
It is also important to remember that online activity is not only about responding to criticism, but also about building a positive image. Guests who have had a great experience often do not think about leaving a review – it is worth encouraging them to do so! This can be done through subtle reminders, e.g., in an email after their stay or on a notice board at the reception desk. The more positive reviews you have, the less visible the negative ones will be, and future guests will be more likely to choose your property. Regular interaction with customers online, demonstrating your commitment to quality service, and openness to suggestions mean that even critical reviews can become part of your growth strategy rather than a threat to your reputation.
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