Published by Review Pro.

1. August 2012!
Choose Your Words Carefully:
Responding to Guest Reviews
and Social Media Commentary
PRESENTERS:
Daniel Edward Craig
Josiah Mackenzie
@ReviewPro
August 29, 2012!

2. August 2012!
Founded in October 2008, ReviewPro has thousands of hotel
clients in more than 70 countries around the world.!
2!
Some background…

3. August 2012!
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!
3!
Introducing our presenters
Daniel Craig !
• Former hotel general manager!
• Author, consultant & leading voice in social
media and reputation management in the hotel
industry !
• Industry Advisor, Engagement with ReviewPro!
• @dcraig on Twitter!
Josiah Mackenzie!
• Founder of Hotel Marketing Strategies & Tnooz
node!
• Works with hotel executives to increase sales by
providing better service through social channels!
• Director of business development at ReviewPro!
• @HmarketingHelp on Twitter!

4. August 2012! 4!
Questions and comments
men%on
@ReviewPro

5. August 2012!
A sample review
5!
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“Nice Hotel, Poor Service”!
I liked this hotel and loved the location but we were
disappointed our room wasn’t ready when we arrived at
noon even though we were promised an early check-in.
The front desk didn’t seem to care how inconvenienced
we were. Then at check-out we had to wait for almost a
half-hour. Not a good start or end to an otherwise
enjoyable stay! !

6. August 2012!
Sample Response #1: Service
Management Response!
!
Sorry your room wasn’t ready but check in time is 3:00 pm
and we can’t guarantee early check ins. Next time you should
use the express checkout. As you can see from our other
reviews our guests constantly rave about our superb service
Thank you for your feedback!! !
!
The Management !

7. August 2012!
1. Why is it important to respond?!
2. Which reviews should you respond to?!
3. Who should respond and when? !
4. What should you say? !
5. What if the review contains false information?!
6. Responding on Facebook and Twitter !
7. Examples, questions and discussion!
7!
Overview & Agenda

8. August 2012!
Why is it important to respond?
1. Shows that you’re listening and you care!
2. Opportunity to thank for feedback and apologize !
3. Opportunity to reinforce the positive and change negative
perceptions!
4. Helps you to see the guest’s perspective and be accountable !
!
Does the same issue come up again and again?!
!Focus on fixing the problem rather than crafting responses. !
!

9. August 2012!
Forrester/TripAdvisor Survey
9!

10. August 2012!
TripAdvisor survey
10!
TripAdvisor/Brainbox Survey Dec 2011/Jan 2012!
87% !
of accommodation
owners/managers
plan to respond to
guest reviews in 2012!
15% !
of property reviews on
TripAdvisor currently
have management
responses!

11. August 2012!
Which sites allow responses?
• TripAdvisor*!
• Google Plus Local!
• Yelp*!
• Expedia!
• Hotels.com!
• TravelPost!
• Travelocity!
• Social Networks*!
* These sites also allow private messaging!

12. August 2012!
Which reviews should you respond to?
!
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Don’t feel obliged to respond to all reviews. !
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Prioritize reviews that:!
1. Call for an apology or clarification!
2. Are damaging to reputation!
3. Highlight positive aspects you wish to draw attention to !
!
Travelers read reviews to hear from other travelers. Responses
should provide helpful and meaningful information. !
!

13. August 2012!
Who should respond and when?
Who? !
• A senior manager !
• Must possess strong writing skills and diplomacy !
• Proofread before posting!
• Personalize with name and title!
!
When? !
• As soon as possible, ideally within 72 hours!
• Investigate the matter first!
• Sleep on it!
!

14. August 2012!
What should you say?
Basic responses:!
• Thank the reviewer!
• Apologize if something went wrong!
• Say how you’re following up!
!
More ideas:!
• Provide a brief explanation (no excuses)!
• Invite back!
• Avoid offering freebies !
• Follow site guidelines!

15. August 2012!
Getting back to this review ….
15!
!
“Nice Hotel, Poor Service”!
I liked this hotel and loved the location but we were
disappointed our room wasn’t ready when we arrived at
noon even though we were promised an early check-in.
The front desk didn’t seem to care how inconvenienced
we were. Then at check-out we had to wait for almost a
half-hour. Not a good start or end to an otherwise
enjoyable stay! !

16. August 2012!
A better response
Thank you for your feedback, which I
have shared with my team. We are
happy to hear that you enjoyed your
stay. We do our best to accommodate
early arrivals and to provide a speedy
checkout, and I apologize for the
lapses in service during your stay. We
hope to welcome you back soon. !
!
Mary Smith !
General Manager !
Analysis!
ü Thanks !
ü Follow-up!
ü Emphasizes positive !
ü Reassures !
ü Apologizes!
ü Invites back!
ü Personalized

17. August 2012!
How should you say it?
• Don’t rush: demonstrate the same thoughtfulness, attention to
detail and professionalism you provide on property!
• Be brief: focus on key issues!
• Be conversational, “human” and in line with your brand !
• Avoid “corporate speak,” stiff formality and marketing babble!
• Show empathy. Don’t be defensive or patronizing.!
• Avoid repetition. Take a fresh approach to each response.!

18. August 2012!
Choose your words carefully
WORDS TO AVOID!
• Can’t, won’t, shouldn’t!
• It’s against policy !
• Unfortunately!
• Problem, concerns!
• Disappointed, unacceptable !
• Sorry … but … !
WORDS TO USE!
• Can, will, assure you!
• We strive to, we pride
ourselves on!
• Feedback, experience !
• Appreciate, sincere!
• Rest assured!

19. August 2012!
Review Example 2: Value
19!
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“RIP OFF!”!
I got a good deal on Priceline but still paid too much for
what I got. My room was tiny, parking cost almost half the
price of our room, and it was $9 for a glass of orange
juice in the restaurant! Next time I’ll stay elsewhere!”!

20. August 2012!
Response #1
Sorry you think the hotel is a “rip
off” but Priceline takes a really
high comission!! Some of our
compteitors charge even more
for parking and internet .. The
parking lot is privatley owned –
we have no control over rates …!
!
Susie, Sales Coordinator !
Analysis!
X Repeats negative
commentary!
X Defensive!
X Excuses!
X Poor spelling and
punctuation!
X Doesn’t take
responsibility!
X Not from management !

21. August 2012!
A better response
Thank you for your comments. Our
pricing is comparable to other four-
star hotels in the area, and we feel we
provide good value given our central
location and extensive facilities. But
clearly this was not your impression
and for that we offer our apologies. I
have shared your comments with my
management team for review.!
!
Hugo Rivera !
Hotel Manager !
Analysis!
ü Thanks!
ü Brief explanation!
ü Apologizes!
ü Follows up!
ü Personalized

22. August 2012!
Using analytics to identify patterns
22!

23. August 2012!
Review Example 3: Property Condition
23!
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“Dirty and smelly!”!
My room smelled like smoke even though it was
supposedly nonsmoking, and there was dust on the closet
shelf and a cigarette burn on the sofa. Plus somebody
spilled something in the mini-bar but nobody bothered to
clean it up – it reeked like high heaven! Stay away!”!

24. August 2012!
Response #1
I am extremely disappointed by
your comments. The condition of
your room was absolutely
unacceptable. I have spoke with the
room attendant and rest assured
such negligence will recur. Please
contact me as I would like to invite
you back for a complimentary stay.
– Roger Wilson, Manager !
Analysis!
X Too strongly worded !
X Sounds like
manager disappointed
with guest!
X Blames staff!
X Offers a freebie

25. August 2012!
Response #2
We pride ourselves on our property
upkeep and attention to detail, but
clearly we were not up to standards
on your stay, and for that I am truly
sorry. I have followed up with my
team, and the issues have been
fixed. Thank you for bringing them to
our attention – it helps us get better. !
!
Barbara Smith!
Guest Experience Manager !
Analysis!
ü Thanks reviewer !
ü Reassures !
ü Apologizes!
ü Warm and personal

26. August 2012!
What if a review contains false info?
• Post a response to respectfully set the record straight!
• Never accuse a reviewer of dishonesty!
• Send private message!
• If reviewer is clearly irrational or offensive, you may choose
not to respond. !
• If outright fraudulent, dispute with review site and post
response: “We can find no record of this incident and take
such matters seriously. Kindly contact me directly to discuss.”!

27. August 2012!
Other common & challenging reviews
27!
1. Noise !
– Be transparent. “The local nightlife is indeed vibrant, which attracts
many of our guests. We do offer quieter south-facing rooms ...”!
2. Personal Attack !
– Handle with sensitivity. “We’re training staff to bring a consistently
higher level of service.” Or: “We were surprised to hear your
comments regarding our employee, who is one of our best.”!
3. Lapse in Security!
– Reassure. “We are committed to the safety and security of all our
guests. We have reviewed our procedures and reminded staff of the
importance of …”!

28. August 2012!
Responding to positive reviews
• Thank them – they’re your advocates!
• Share the excitement: “We are thrilled …”!
• Keep responses varied by commenting on specifics:!
– “I was particularly happy to read your comments about…” !
– “I must agree, our location is unbeatable.”!
– “Next time be sure to try our crab cakes, my personal favorite.” !
• Say you look forward to welcoming them back!
• No need to respond to all positive reviews!

29. August 2012!
What about foreign language reviews?
29!

30. August 2012!
What about foreign language reviews?
30!

31. August 2012!
Facebook commentary
• Facebook is about community: multiple participants and
conversations !
• Be careful not to provoke !
• Take offline if serious - direct message or provide contact
details!
• Delete spam and comments people might find offensive, but
don’t “sanitize”!
!

32. August 2012!
Facebook - a good response

33. August 2012!
Twitter
• Tweets have a very short shelf-life!
• Often sent in real-time: guest is in-house!
• Opportunity to turn them around, to wow them !
• Thank for positive comments, retweet !
• Take negative commentary offline!

34. August 2012!
Twitter – a good response

35. August 2012!
Key takeaways
1. Prioritize reviews that call for apology or clarification or are
damaging to reputation !
2. Keep it simple: Thank, apologize, say how you’re following up!
3. Keep positive: Don’t offer excuses, be defensive or repeat
negative commentary!
4. Be transparent: You’re setting expectations for other travelers !
5. Take offline if commentary is negative!
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Use ReviewPro to facilitate monitoring, analyzing & responding.!

36. August 2012!
How would you respond? !
The best response as chosen by our presenters will be published
on the ReviewPro blog and the author will receive a free one-hour
digital strategy consultation session with Daniel Craig or Josiah
Mackenzie. !
!
!
!
!
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Submit your response by September 5 to Josiah@ReviewPro.com !
! 36!
Contest
“Terrible service”!
We checked in late at night and the person at the front
desk, Victor, was rude and unhelpful. We asked him for a
wake up call and never got it. We won’t be going back and
recommend everyone to stay away!”!

37. August 2012! 37!
Try responding with ReviewPro for free
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account
at
www.ReviewPro.com/free-­‐30-­‐day-­‐trial

38. August 2012! 38!
Questions & discussion
More
answers
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