Guest reviews play a crucial role in a property’s success, as highlighted in an article by Booking.com aimed at its partner accommodations.
According to Booking.com, platform users prioritize reviews from fellow travelers over comments from journalists, travel bloggers, or even friends and family. Essentially, guest feedback, along with location and price, can determine whether a property thrives or fades into obscurity.
In light of this, Booking.com advises hosts to follow six key steps on how to handle reviews effectively.
“Guests actually prefer accommodations with a lower rating over those with no reviews at all,” notes Apoorv Singhal, Junior Product Manager at Booking.com. “The majority of bookings on our platform are for properties that have at least one review.” However, not all reviews are positive.
Six Steps to managing negative reviews
1. Commit to responding quickly
If a guest has posted a negative review, they likely want your attention. Responding promptly reassures them that you’ve taken notice. Once you commit to replying, act swiftly, following a customer service mindset.
2. Thank the guests for their review
Show that you take their feedback seriously by responding with empathy and gratitude. Thank them for bringing the issue to your attention, and if possible, address them by their first name.
3. Acknowledge that their experience may not have been ideal
Demonstrate that you believe their concerns, even if you’re skeptical. It may be tempting to publicly challenge the validity of a complaint, but treating it as a legal dispute could make you appear defensive or even paranoid to onlookers. Take their claims seriously, and ensure your response reflects that.
4. Apologize if appropriate
If an apology is warranted, offer it in a way that doesn’t shift the focus onto the guest. Your goal is to show understanding, sincerity, and accountability—not to deflect criticism.
5. Show that you’re taking action
Let the guest know what steps you are taking to address their concerns and ensure future visitors won’t face the same issues. More importantly, back up your words with real action.
“Our research shows that users are willing to overlook negative reviews if they see that the host has responded in a way that acknowledges the issue or has taken steps to resolve it,” says Singhal.
6. Personally invite them to return
Make it clear that you would like the guest to visit your property again and that you are open to direct communication—unless, of course, you genuinely don’t wish for their return.
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