How Quickly Should Hoteliers Respond To Online Guest Reviews?
Before reserving a hotel, many travelers examine internet hotel reviews. They see not just the guest’s feedback, but also the hotel’s answer online (if the hotel takes time to respond). According to a TripAdvisor survey, 68 percent of guests prefer to reserve a room at a hotel that reacts to reviews over a hotel that does not. Responding to internet feedback is an important but sometimes challenging responsibility for hoteliers.
Setting goals for responding to reviews is an issue that many of our businesses confront today. Hotels typically reply based on the overall number of respondents rather than the time it takes to respond.
For example, “if General Managers establish a goal of responding to 100% of comments, answers may not be released until two or three months after the review has been completed. This is frequently unproductive since resources are wasted replying to old reviews, which have a low possibility of being read owing to their age”.
Although GMs and owners may find it difficult to answer within 24-48 hours, a rapid response time is critical to the hotel’s profitability. When prioritizing your review response time, there are three major aspects to consider:
Guest Satisfaction:
Just as you would expect your hotel employees to cater to a customer’s requirements at the property as soon as reasonably possible, you should likewise respond to guest comments as soon as possible. For hotels that see reviews as a continuing source of annoyance, it’s crucial to remember that the person on the other end of the review is a visitor who you invited to your hotel. Online hotel reviews provide you with an opportunity to hear from your customers, so respond to their comments professionally. When you consider online review sites to be an extension of the hospitality you give at your hotel, it makes sense to answer swiftly and courteously.
Brand Considerations:
Some businesses need just comments on negative hotel reviews, others need replies to internal surveys as well as brand-verified feedback. Brands’ response times vary as well and might range from 24-72 hours. Regardless of these variances, the message businesses are communicating is clear: rapid and effective replies are a vital aspect of providing excellent customer service.
The Impact on Hotel Reputation:
According to TripAdvisor, the most important factors for review readers are the number and frequency of reviews. This implies that while considering where to stay, your potential visitors will look at your most recent reviews. Responding within 24 hours can assist you to impact the impression of your hotel’s visitor experience. Hotel reservations are taken 24 hours a day, 365 days a year. If you haven’t answered your most recent reviews, your voice will be unheard when it comes to your hotel’s reputation.