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Best Practices for Responding to Online Hotel Reviews, Part 2
It appears that hotels are finally waking up to the importance of monitoring and responding to online reviews. TripAdvisor reports a 203% increase in hotel responses to negative reviews last year. Unfortunately, this equates to a mere 4% response rate. As reviews become ubiquitous, playing an increasingly critical role in travel decisions, hoteliers can no longer afford to let complaints go unanswered. In the second installment of this two-part series, we share more tips for responding to negative online reviews.
What kind of tone should I use?
Some hotel managers write like it’s the Victorian era and they’re running Buckingham Palace. In social media you can be more informal and to the point, though always professional. Address the guest directly, but bear in mind you’re speaking to an entire community. As difficult as it may be at times, try not to take negative feedback personally. And don’t be dramatic, as in “I’m shocked and devastated by your comments”—it’s a guest complaint, not a death in the family. Avoid humor and especially sarcasm, and never be defensive, petty or condescending. You might think you’re concealing your true feelings, but travelers can read between the lines.
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