Do you dread reading your online reviews?

Love them or hate them, online reviews do get read and will influence prospective customers. Sadly statistically people are more likely to be prompted to post a review if they’ve a bad experience than when they’ve had a good one. So aim to redress this balance, by encouraging as many of your guests as possible to post reviews, so you get the good ones as well as (hopefully only occasional) bad ones.

Display your confidence by encouraging your guests and website visitors to link to TripAdvisor. One of the easiest things you could do is to put a link from your website, and on your post stay e-mails, and prompt people who have enjoyed their stay to post a review.

It’s considered unethical to offer incentives, such as room discounts, in exchange for positive reviews. But the least you can do is show people you appreciate the feedback (good or bad) by responding quickly to the feedback you receive. Register with TripAdvisor so that you can monitor your reviews by receiving notification. A quick thank you in acknowledgement might be all you need for a positive review or feedback.

With negative feedback it’s important to show that you have looked into the situation and taken things on board. Feedback that you feel is unjustified can be frustrating, but the way in which you handle this will reflect on your professionalism and reputation, so deal with it in a constructive way. By asking them to phone you provides an opportunity for you to get more detail and having a better chance of resolving the situation.

Don’t be too concerned about the occasional negative comment. This demonstrates authenticity of the content and in some cases can actually help to highlight the type of hotel you are. For example, if you have a comment that the hotel is not child friendly, this may be seen as a positive for some potential guests.

Watch out too for feedback through Facebook, Twitter and other social media sites so you can respond accordingly.

Caroline Cooper

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