Tripadvisor scares you a lot. I know this because of the relentless way you ask us to write positive reviews of your hotel to counteract the nasty ones that crop up and bring down your position on your city's hotel ranking.
I think, however, that I can offer you a little insight on how to handle this pesky situation so that you can both avoid nasty reviews in the first place, and deal with the ones you get in a more positive manner that reflects your problem-solving capabilities and top-notch dedication to customer satisfaction.
HOW TO AVOID NASTY REVIEWS ON TRIPADVISOR
1. Customer Service MUST be your absolute FOCUS.
Why do people write reviews? They are either deeply happy with the service or shockingly disappointed with the service. People will forgive you for almost anything if the hotel staff is nice.
2. No, Customers are not always right, but they MUST FEEL LIKE YOU ARE LISTENING.
Negative reviews on Tripadvisor are almost always because the person making the complaint TRIED TO TELL YOU BUT YOU WOULD NOT LISTEN.
3. DEFENSIVENESS is the same as NOT LISTENING. Taking a guest's complaint personally is a recipe for a bad review on T.A. Don't do it. EMPATHY IS YOUR BEST WEAPON.
4. Think LONG-TERM RELATIONSHIP.
The problem with mediocre hotels is that they focus on the HERE and NOW. A world-class hotel wants you to COME BACK in the future. They also want you to bring your friends. They will do anything to make you happy, even if it means giving you a free breakfast or a discount or something that may cost them in the short-term but have a major R.O.I. in future stays and positive reviews on T.A.
5. If breakfast is not AMAZING, Don't bother.
People LOVE breakfast at hotels. It is the best part of the stay for most of us. In fact, we expect to stuff ourselves and skip lunch. It's human nature and we really can't help ourselves. That being said, we also have high expectations. If you cannot meet them, just tell us from the get-go and we will make other arrangements.
6. SNOBBISHNESS, ARROGANCE= PROVINCIAL I'm not kidding. That is what they will call you. Far from creating an "exclusive" atmosphere, you will come off like a hillbilly. This goes for people who are NOT staying in your hotel as well. Do not turn away someone who needs help (or a bathroom) merely because they are not a guest at the moment. Look at all people as potential clients or people who can give you a good (or bad) referral and treat them with dignity and respect, no matter who they are.
HOW TO HANDLE BAD REVIEWS ON TRIPADVISOR
Even the BEST HOTELS occasionally get a stinger.
1. READ AND WAIT.
Do not send your rebuttle in the heat of the moment. Too often, hotels, no, the GENERAL MANAGER of the hotel writes back a defensive email that communicates the following:
a. Rudeness is a top-down phenomenon at your organization.
b. You run a hotel but spend most of your time farting around on the internet.
c. The hotel is managed by a bully who is going to come and get guests if they write a bad review.
d. You are more concerned with insulting the reviewer (your former GUEST) than fixing the problem.
Rule of thumb. If you cannot have a civil tone, write nothing.
2. REMEMBER THAT POTENTIAL GUESTS ARE NOT STUPID.
Most of us read the best and the worst review and then mentally throw them out anyway. After that we look at averages and priorities. Bugs are a no-no. The rest, like outdated rooms, is normally not too big a deal.
3. ANSWER THE COMPLIMENTS TOO!
Most responses hotels make are for the negative reviews to say "Oh that's not true!" or something of that nature. Why not take the time to thank the people who LIKE you. That may encourage a repeat visit.
4. USE A BENCHMARK FOR YOUR ANSWERS.
Choose a hotel that you equate with high quality and see how they handle complaints. The Waldorf Astoria gets complaints, too, but they are answered in a respectful, courteous way that encourages further dialogue to fix the situation. When I read a nice response like the ones they offer, I automatically have more respect for the hotel and understand that someone there wants me to be happy.
5. LOOK FOR THE TRUTH IN THE REVIEWS.
It may hurt, but complaints can be an opportunity. If you are getting repeat complaints about something, understand that it is unacceptable for your guests and change it. Improve, Innovate, and communicate those changes in a proactive way through social media or through your answers on Tripadvisor.
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