Mastering the Art of Managing Negative and Positive Reviews on OTA Platforms

Understanding Causes and Categorizing Negative Reviews

In the hospitality industry, customer reviews are a valuable source of feedback, but they are not always positive. To handle them effectively, the first step is to understand the causes and categorize different types of negative reviews.

Genuine Reviews from Customers

These are feedback from actual customers who have used the service. The content is often specific and accurately reflects the issues they experienced, such as:

• Unclean rooms.
• Staff attitude was not satisfactory.

How to identify: These reviews typically provide detailed information and can be verified against the customer’s stay history.

Fake Reviews

In some cases, negative reviews come from competitors or individuals who have never used the service. These reviews can create serious misunderstandings.

How to identify: The content is often vague, lacks specific details, or exaggerates issues unreasonably.

Malicious Reviews

These reviews are intentionally written to damage the hotel’s reputation.

How to identify: The language used is often harsh, offensive, and directly contradicts other reviews about the same service.

Analyzing the Problem

Once reviews have been categorized, the next step is to analyze the root cause and devise appropriate solutions. Here are some common factors:

1. Services Falling Short of Expectations

Long waiting times or complicated check-in/check-out processes are common sources of dissatisfaction.

2. Inappropriate Staff Attitudes

A lack of professionalism, unfriendliness, or failure to provide timely support can significantly reduce the customer experience.

3. Facilities and Amenities

Deteriorating rooms, malfunctioning equipment, or services that do not match descriptions on OTA platforms often lead to disappointment.

4. External Factors

Adverse weather, noise from surrounding areas, or issues beyond the hotel’s control can also impact customer perceptions.

Verifying Detailed Information

1. Read the Review Carefully

Identify key details such as the date of stay, room type, and services mentioned.

2. Check Stay History

Verify the information in the hotel management system to ensure the customer has used the service.

3. Consult the Team

Reach out to relevant staff to get a clearer understanding of the situation.

Responding to Negative Reviews Professionally

To address negative reviews, maintaining professionalism and a customer-centric mindset is crucial.

Demonstrate Professionalism

• Start with gratitude: “Thank you for taking the time to share your experience.”
• Avoid arguments or blaming the customer, even if the review is inaccurate.

Apologize and Acknowledge Responsibility (If at Fault)

• “We apologize for not meeting your expectations.”
• Acknowledge specific mistakes, for example: “We regret the delay during the check-in process.”

Provide Solutions

• Commit to improvement: “We have informed the relevant team and will implement regular checks to prevent this issue from recurring.”
• If possible, offer a direct solution: “We look forward to welcoming you back to experience our improved services.”

Contacting the Customer Directly (If Necessary)

For severe or sensitive reviews, direct contact is often the best way to resolve the issue thoroughly.

• Send an email or call: Show genuine concern by privately listening to the customer’s feedback.
• Invite the customer back: Offer special incentives to demonstrate sincerity. For example: “We are happy to upgrade your room or provide a voucher for your next stay.”

Always remember that the way you handle negative feedback is an opportunity to build credibility and foster long-term trust with your customers

How to Handle and Balance Customer Reviews on OTA Platforms

Reporting Fake or Misleading Reviews

When faced with negative and inaccurate reviews on OTA platforms, you might feel frustrated. However, addressing the issue professionally yields better results, protects your brand’s reputation, and maintains trust with potential customers.

1. Contact the OTA Platform

If you detect reviews that seem fake or inappropriate, the first step is to report them directly to the OTA platform. Request that they review and address the content. Many platforms have clear processes for handling such issues, so leverage the support systems they provide to ensure transparency.

2. Prepare Evidence

When filing a report, ensure you provide all relevant information and evidence. For instance, if a customer complains about a service they didn’t use, you can present invoices or transaction histories to prove your case.

Thorough preparation not only increases the chances of resolution but also demonstrates your professionalism.

Improving Services and Internal Processes

Negative reviews are not only challenges but also opportunities for reflection and growth.

1. Learn from Bad Reviews

Unfavorable feedback from customers may highlight weaknesses you hadn’t considered. Analyze each comment and identify whether there are issues with your services, facilities, or communication that need improvement.

2. Train Your Staff

A professional team that knows how to respond and handle situations can significantly reduce potential problems. Invest in training programs focused on communication skills, conflict resolution, and customer care. Studies show that 92% of customers are willing to return when they feel genuinely cared for by staff.

3. Maintain Service Quality

Regularly reviewing and upgrading your services is an effective way to prevent negative feedback in the future. Some businesses conduct customer satisfaction surveys immediately after a service is rendered to catch issues early.

A small tip: Respond to reviews within 24 hours. This makes customers feel their opinions are heard and valued.

Encouraging Positive Reviews to Create Balance

Positive reviews not only enhance your brand’s image but also mitigate the impact of negative feedback.

1. Encourage Satisfied Customers

After a customer has a good experience, don’t hesitate to ask them to leave a positive review. A sincere request paired with gratitude often proves effective.

2. Build Trust

When customers see numerous positive reviews, they are more likely to trust your services. Maintaining a steady flow of favorable feedback helps uphold your reputation on OTA platforms.

3. Reward Feedback

Create small incentive programs such as discounts for the next booking or a thank-you gift to encourage customers to share their experiences. This not only helps gather more reviews but also fosters stronger relationships with your customers.

A tip from KTGA: Instead of focusing solely on asking for reviews, create an exceptional service experience that inspires customers to share it willingly. This is the most effective and sustainable way to build trust