Negative reviews are a manager's worst nightmare in the short-term rental business. Even if the criticism is unfounded or false, once it’s online, it can stay there indefinitely. Research shows that reviews are one of the most influential factors when potential guests are choosing their accommodation.
There are several reasons why a guest may leave a negative review, but they all stem from one common cause: dissatisfaction with the service provided. Of course, the criticism may be false or unfair, but it’s very difficult to prove this to short-term rental management sites, and you should never, under any circumstances, engage in an online argument with a past guest. Doing so only damages your online reputation.
Therefore, the key challenge is how to improve your property's reputation after receiving a negative review. The first step is to address or improve the service that led to the complaint, as expected. However, there are additional strategies you can implement to boost your digital reputation. These are the steps we’ll explore in the following sections.
Answer quickly
Engaging in an online argument is always to be avoided, but a prompt and clear response to a complaint can not only minimize the impact of a negative review but also improve your reputation. Customers are typically loyal to services and brands that show a willingness to resolve their issues. Therefore, aim to respond to any complaint, question, or negative review within 24 hours, creating a positive impression with your guests. This is especially crucial when dealing with a negative review, as it demonstrates your commitment to guest satisfaction.
Be understanding and apologize
"The customer is always right," is a well-known saying in hospitality, though we know it’s not always entirely true. Nevertheless, it's important to approach every situation with understanding. Put yourself in the guest’s position and try to understand their perspective. Don’t hesitate to apologize, sincerity matters, and it’s something that can be felt. If there’s a valid reason for the issue, explain it clearly. However, avoid offering weak excuses for a mistake that occurred.
Identify the Cause of the Complaint
When facing a negative review of your property, it's crucial to fully understand the guest's true intentions. In cases where there is a significant discrepancy between the service provided and the review received, it’s the property that ultimately suffers. To prevent misunderstandings, make sure to verify all the facts presented and seek to understand what went wrong. Additionally, when responding to the guest, be clear in presenting solutions and show a genuine willingness and availability to resolve the issue.
Offer Compensation
A genuine response to a negative review is often enhanced by a thoughtful compensatory gesture. Offering a voucher or discount for a future stay can help leave a more positive impression on the guest. Interestingly, many such offers go unclaimed, as people often forget about them or misplace the details. However, it’s vital to ensure that the gesture feels sincere and authentic—nobody appreciates feeling "bought." If the guest chooses to return to your property, it’s crucial to ensure that their next experience is flawless, leaving no room for the issues that prompted the initial complaint.
Learn from Mistakes
Learning from mistakes is essential for personal growth, and in hospitality, it’s no different. In fact, reflecting on past failures helps prevent future errors and avoids repeating the same issues. Negative reviews should always be approached in the most professional manner possible. Take a responsible and thoughtful approach when addressing these concerns, and whenever necessary, review the situation as many times as it takes to resolve it and prevent future occurrences. Your property, and most importantly, your online reputation, will thank you for it.
