Receiving a negative review from a guest can sting, but it also presents a valuable opportunity for your hotel. Contrary to popular belief, when it’s handled thoughtfully, a bad review can actually not only improve your hotel’s operations but also build trust and even help win back an unhappy guest. That’s why knowing how to respond to negative hotel reviews is such an important part of your online reputation management.

Your potential guests read your property’s reviews to learn more about your service and what the can experience at your hotel. In fact, 81% of travelers read reviews before booking a trip. And the truth is that they’re just as interested in how you respond to reviews as what was originally said by a guest.

So, what should you do when you’re faced with negative hotel reviews? Responding is actually your best course of action. So, let’s walk through not only why responding to negative hotel reviews is critical, but also how to do it — complete with some examples to help you as you build your own reputation management strategy.

Why responding to negative hotel reviews is important

Even properties with stellar ratings inevitably receive a negative review here and there. It’s simply a reality in the hospitality business, especially when you consider that research from J.D. Power shows hotel guest satisfaction has declined by 8 points since 2021.

But while receiving negative reviews is unpleasant, it’s important to respond to them in order to protect your brand and boost your future direct booking potential. Here’s why: Guests want to feel heard, so responding to their reviews can make a world of difference for your hotel. According to a report from Expedia, 91% of travelers say property owners and managers should reply to negative reviews, and courteous replies improve their impressions.

The message is clear that not only do hoteliers need to respond to negative reviews, but also that doing so in the right way can reassure hundreds of potential guests who read it.

How to use negative reviews as an opportunity to improve

It’s easy to focus on the potentially negative impacts of receiving a bad hotel review, but let’s reframe the situation and instead think of every complaint as a guest data point. When your guests take the time to share negative feedback about their experience at your hotel, they’re actually providing incredibly valuable insights into your property or service. So, instead of viewing that criticism as a personal attack, think of it as an opportunity to improve your operations.

Start by looking for patterns in any negative reviews your property receives. Are your guests consistently unhappy about front desk service, noisiness, check-in or check-out times, or something else? Consider this useful feedback on what you should investigate and improve.

By addressing recurring issues (and then acknowledging your fixes publicly in the form of a review response), you’re showing future guests that you stay abreast of what’s happening in your hotel and remain ready and able to address issues and ensure an ideal guest experience. You’re also signaling to them that their experience matters to you — and that goes a long way in hospitality.

How to respond to negative hotel reviews: 4 essential tips

So, wondering exactly how to respond to negative hotel reviews to achieve the goals above? You’re going to start by keeping one thing in mind: Your tone and timing matter. Make it a goal to respond to negative reviews within 24 to 48 hours, because prompt replies show both past and future guests that you’re proactive and attentive to their needs. Here are a few other important tips to keep in mind:

1. Thank the guest by name

Even if the negative review is aggressive or hurtful, you should thank the guest for taking the time to give feedback using their name in the introduction. Speaking directly to them shows that you took the time to read their review carefully.

Also, take a minute to remember that all feedback is valuable. And if you handle the situation gracefully, it can mitigate the effects of the bad review in the eyes of your prospective guests.

2. Apologize for the guest’s poor experience

Remember, an apology is not an admission of guilt or wrongdoing. For whatever reason, this guest’s expectations were not met, which is disappointing for anybody. You should express that you’re sorry their experience fell short of expectation. You don’t have to be over the top, but address the issue directly.

3. Highlight any changes you have made or intend to make

Keep in mind that the full conversation with this guest doesn’t have to occur solely on the review platform. This is a good opportunity to take the conversation offline to avoid further public conflict.

If the situation warrants conveying any changes that you have made or will make, you can simply invite the guest to contact you directly so you can make it right. Be sure to provide the best email address for getting in touch. And don’t promise any form of compensation online to avoid setting a precedent.

4. Evaluate the need for follow up-procedures

You’ll have to determine whether following up is warranted, but it may be necessary in some instances. If you have the guest’s contact information, you can leverage personalized communications with an email that expresses your apologies. If appropriate, you can also offer compensation.

Lastly, take the time to ask the following questions about the review:

• Did this guest experience a systemic problem that more customers could face?
• Is there an easy fix to the problem?
• Is the problem unfounded or not likely to be repeated?
• Is the problem linked to something you cannot easily change, such as infrastructure or design?

Interested in a guest feedback solution that lets you read and respond to reviews all in one place? Get a demo to see what’s possible. 

Real examples of how to respond to bad hotel reviews

Looking for more specific information on exactly how to respond to bad hotel reviews? Here are a few examples based on different types of negative hotel reviews.

Example 1: Addressing unmet expectations

Review: “My room was old, outdated, and in major need of repair.”

Dear Patrice,

Thank you very much for your candid review of your recent stay at our hotel. Your feedback is extremely valuable to us, as we strive to improve with each and every stay. I greatly appreciate your comments about aspects of the room that need updating.

It is a pleasure to announce that we will be implementing many of these upgrades to the property within the next couple of months. Our rooms will be getting new mattresses, bed skirts, window treatments, carpeting, in-room accessories, and much more! In taking great care of our charming hotel, our main priority is to be able to offer a very well-maintained and comfortable atmosphere.

I hope that I can convince you to change your mind about another visit to our property. Please reach out to me directly at [email] if you would be willing to give us a chance to turn your experience around. It would be such a pleasure to personally welcome you back to our new and improved hotel!

With much appreciation,

Elanor L. | General Manager

Everything this manager says indicates to both the reviewer —and any prospective guests who might read the review — that the General Manager truly cares about the guest experience. Although she is unable to fix all the issues immediately, she takes care in highlighting the aspects of the hotel that are getting an update. This is a great way to mitigate any damage to your reputation and potentially repair your relationship with an unhappy guest.

Example 2: Addressing a lack of resolution

Review: “My wife’s watch was stolen, and we still don’t have any answers.”

Dear James,

Thank you again for bringing this issue to our attention. The safety and security of our guests is always our top priority. As discussed in our previous conversations, our team has done everything possible — in cooperation with the Cincinnati Police Department — to investigate your claim. I am so sorry that we have not been able to resolve this. Please feel free to reach out to me directly at [email] if you have additional information to share.

Kind regards,

Jim L | General Manager

This response shows that the General Manager has taken the review seriously and has already made multiple attempts to resolve the issue. For prospective guests, this is a sign that the hotel has gone above and beyond to ensure a positive experience. You need to show any potential guests who see the review that you’ve done everything possible to resolve the issue. And remember, don’t get defensive; keep it professional.

Example 3: Addressing poor service

Review: “I called the front desk repeatedly, but no one answered.”

Dear Alex,

Thank you for your valuable feedback, and I sincerely apologize for the lack of response. I know it must have been a very frustrating experience for you. I’d like to share that since your stay, I’ve evaluated our staff during peak times and am implementing a new phone triage system to avoid missed calls in the future. I hope to welcome you back and provide the level of service you deserve.

Sincerely,

Stacey J. | General Manager

What NOT to do when responding to negative reviews

There are a few thing you want to avoid when determining how to respond to negative reviews. Here’s a quick list of tips to keep in mind:

• Don’t argue or blame the guest. Even if you know the review is unfair or inaccurate, using a defensive tone makes you look like the guilty party and reflects poorly on your brand. Stay calm, respectful, and professional throughout your communications.
• Don’t ignore the review. As tempting as it may be, don’t simply assume one bad review isn’t a big deal. In our digital-facing world, silence is often interpreted as indifference, which is the last thing you want in the hospitality industry. Reply in a way that shows you’re engaged.
• Don’t use generic responses. It can be easy to write a one-size-fits-all response, but potential guests can spot this generic approach. Remember, guests want to feel heard and appreciated, so make sure you address the complaint specifically.
• Don’t include personal details. Above all, show that you respect your guests’ privacy. Make sure not to mention anything that could be considered confidential, including their booking ID, party descriptions, room number, stay dates, etc.

How to manage bad reviews at scale

We all know that dealing with negative hotel reviews can be tough — and that managing your brand’s reputation is a time-consuming but important job. If you’re manually checking and responding to online reviews across various platforms, the truth of the matter is that you’re spending valuable time that could be better utilized by interacting with your guests, streamlining workflows for your staff, and even sending more personalized hotel email marketing offers to your most loyal guests. Fortunately, there’s where Revinate Guest Feedback comes in.

With Revinate, hoteliers can:

• Monitor, analyze, and respond to reviews on multiple platforms — all from one dashboard.
• Use sentiment analysis to identify any trending brand issues.
• Receive custom reports delivered right to your inbox.
• Gather guest feedback with customizable surveys, convert those responses to reviews, and publish on 100+ sites.

Eager to learn more? Learn how Revinate Guest Feedback helps hotels boosts online ranking, improves the guest experience, and drives direct revenue.