Reply to reviews for a 21% booking boost

Say something back to your customers

TripAdvisor research* finds that accommodation owners that respond to their reviews benefit with more booking enquiries, they say 21% more likely.

Ever been an ignored customer at a coffee bar or restaurant, seen but just not important enough to respond to? Well that’s how it looks when a customer reads your reviews and finds no responses. They have to assume you don’t care as much as the properties that do take the time to respond.

Perhaps you are extremely busy or don’t need the bookings, so just like the coffee bar,  ignored customers will go and find somewhere they believe does care. According to TripAdvisor’s research it’s exactly what happens, they say up to 21% more bookings go to properties that take the time to respond.

When you do answer reviews (both the good and bad) it *shows* …..bang ! right there and then in front of them – this accommodation is engaged, caring, listening. Displaying this level of engagement is of course

Review sharing widget for hotels

quite different from just *saying* it on your website or in emails.  If you really want customers to believe it then you have to find ways of *showing* it. The ability to respond to reviews is a marketing gift so use it to show how engaged you are.

You might not love TripAdvisor but can you afford to ignore them ? They undoubtedly have a vested interest in getting you, the property owner, to engage with their site (respond to reviews) but even with this in mind we still agree that reviews count.

At freetobook we have been developing review and feedback technology for years, you can already tweet, facebook or place your freetobook reviews on your website and of course you can respond to them. Our customers can make full use of these and many more functions in their “Home” tab by clicking “Reviews” on the orange bar. If you are not yet a customer, what are you waiting for? Join up today for free, no risk and let us show you what you are missing at freetobook.

Related blog articles from the past

Share your reviews online for direct bookings

10 Tips on managing good and bad reviews

Customer reviews a winning strategies

Review Express by TripAdvisor

* TripAdvisor press release Sep 3, 2014

10 DOs & DON’Ts for Managing Good (& Bad) Reviews

There are good + bads ways of dealing with guest reviews.
There are good + bads ways of dealing with guest reviews.

We’ve all been there, whether we’re accommodation owners or not. We’ve all imagined we’ve done something well only to be brought up short when we’re told we haven’t. It leaves us feeling baffled and hurt – especially if we imagined we’d done our best.

If you’re the owner of a B&B, guesthouse or cottage and you receive a less than glowing review, the feeling is even more acute, because your property is your home – it’s not just a building where you go to work every day. The temptation is to take any negative feedback personally and react instantly. But if you allow yourself to do so, it can result in real damage to your online reputation. And in the modern digital world, where there’s so much scope for people to review absolutely everything, that’s something you want to avoid at all costs. What you need to do is take a deep breath, count to 10 and keep these (appropriately enough) 10 DOs and DON’Ts in mind…

1. DON’T Ignore it, no matter how unjustified or unfair it is. You might imagine that you’re maintaining a dignified silence, but to other users of the site (e.g. TripAdvisor) it’ll look as though you don’t care enough to respond. The review in question will therefore acquire unearned credence.

2. DON’T Respond in a defensive way that personally attacks the reviewer. You’ll do just as much harm as you would by ignoring it.

3. DO Thank the reviewer for his/her contribution.

4. DO Highlight any positive aspects mentioned in the review first.

5. DO Express surprise and disappointment that the reviewer had an experience that was in any way negative (thus implying that it was extremely unusual.)

6. DO Point out any factual inaccuracies in the review, but politely. By being polite and expressing regret you not only show that you care about your guests’ experiences. You also take the higher ground.

7. DO Take the conversation off-line: suggest that the guest contact you at your private email address, thus defusing the possibility of a public row.

But it’s not just negative reviews that require a response. Positive feedback on review sites is an incredibly useful free marketing tool, so it needs to be acknowledged too…

8. DO Once again, thank the guest for taking the time to write.

9. DO Highlight any specific aspects that they praised – if it’s good, it’s worth repeating.

10. DO Make sure your response includes details of your website, making easier for any fans of your property to pass on those details and book again.

reviews_cbowns
Think before you respond to reviews

With the huge increase in the number of people using social media, a guest’s opinion of your property is no longer limited to whatever site it originally appeared on. Reviewers can now also link back to their opinion on Twitter or Facebook. Other Twitter/Facebook users can then retweet/share it, allowing it to gain more and more traction online. You can’t afford not to be part of this conversation. But by getting involved in a dignified, circumspect way, you can turn it to your advantage and defuse its potential threats or get added value from the positive.