How fast should we reply to negative reviews?

Aim for under 12 hours; the platform tracks response SLAs and alerts late items.

How do we escalate severe complaints?

Use tagging and workflow rules to alert the right managers instantly.

Can AI draft the first version?

Yes—responses can be generated automatically and routed for approval.

Does this admit fault?

Use empathy and facts while keeping legal review available for sensitive cases.

Responding to Negative Hotel Reviews: A Playbook

Defuse tension and protect your rankings with a simple framework, practical scripts, and escalation rules your team can follow.

Get Templates See it in Action

In the world of hospitality, online reviews are the new word-of-mouth, and they have a powerful impact on booking decisions. Over 80% of travelers read reviews before booking a hotel. A single negative review can be enough to deter potential guests. However, a negative review isn't the end of the story. A well-crafted response can mitigate the damage, show future guests that you care, and even win back the trust of an unhappy customer. In fact, a thoughtful response to a negative review can improve a potential guest's impression of your business.

This playbook provides a clear and actionable framework for your team to handle negative feedback consistently and professionally, turning difficult situations into opportunities to showcase your commitment to guest satisfaction.

Why This Matters

ACK‑OWN‑FIX‑INVITE

This simple, four-step framework is the foundation for a successful response to a negative review. It ensures you address the guest's concerns in a structured and empathetic way.

ACKnowledge: Start by thanking the guest for their feedback and acknowledging their specific complaints. This shows you've read their review carefully and are taking their concerns seriously.
OWN (Apologize): Offer a sincere apology for the aspects of their stay that did not meet expectations. This is not about admitting fault, but about showing empathy for their frustrating experience.
FIX: Explain the steps you are taking to address the issue. This demonstrates your commitment to improvement and reassures future guests that the problem is being resolved.
INVITE: Invite the guest to contact you directly to discuss the matter further and, when appropriate, invite them back for a better experience.

Protect Conversions

Negative reviews can have a direct impact on your bottom line. A timely and thoughtful response can significantly reduce this impact. Research from TripAdvisor shows that hotels that respond to reviews are more likely to receive booking inquiries. By showing prospective guests that you are responsive and committed to resolving issues, you build trust and protect your conversion rates.

Core Guidance

Do's and Don'ts

DO respond promptly. Aim to reply within 24 hours to show you are attentive.
DO personalize the response. Use the guest's name and reference specific details from their review.
DO show empathy and maintain a professional, calm tone, even if the review is harsh.
DON'T be defensive or make excuses. This can escalate the situation and further damage your reputation.
DON'T use generic, copy-paste responses. These can come across as insincere.
DON'T offer compensation or discounts publicly in the response. Take that conversation offline.

Examples: Scripts for Common Scenarios

Cleanliness:

"Dear [Guest Name], thank you for bringing this to our attention. We are very sorry to hear that the cleanliness of your room did not meet our high standards. This is certainly not the experience we want for our guests. We have shared your feedback with our housekeeping team to conduct a thorough review and reinforce our cleaning procedures. We hope to have the opportunity to provide you with a much-improved experience in the future."

Noise Complaints:

"Dear [Guest Name], we sincerely apologize for the disturbance you experienced due to noise during your stay. We understand how important a peaceful environment is for a restful night. We are reviewing our room allocation procedures and reminding our team to be extra vigilant in managing noise levels. We value your feedback and hope you will consider staying with us again."

Escalation: When to Involve Managers or Legal

While your frontline team can handle most reviews, some situations require escalation:

Involve a Manager: If the review details a particularly severe service failure, repeated issues, or if the guest is extremely upset, a manager should personally respond. This shows the issue is being taken seriously at a higher level.
Involve Legal: For reviews containing serious allegations of illegal activity, threats, or defamation, do not respond publicly. Consult with your legal counsel immediately to determine the appropriate course of action.

KPIs: Measuring Your Success

Response Time: Track the average time it takes for your team to respond to a negative review.
Percentage Responded: Monitor the percentage of negative reviews that receive a response. While responding to all is ideal, a response rate of over 50% can lead to a 24% increase in booking inquiries.
Post-Reply Sentiment: In some cases, a guest may update their review or sentiment after a positive interaction. Monitor these instances as a key indicator of successful service recovery.

Expected Outcomes

Faster First Responses to Tough Reviews: A clear playbook empowers your team to act quickly and confidently.
Fair, Simple Language That Calms the Situation: Empathetic and non-defensive language can de-escalate tension and show that you are listening.
Steadier Rankings on Busy Platforms: Actively managing and responding to reviews can positively influence your ratings over time and improve your visibility on search engines and OTAs.

Start Free Book Demo

Platforms we cover

FAQ

How fast should we reply? The industry best practice is to respond within 24-48 hours. However, aiming for under 12 hours can exceed guest expectations and further mitigate any negative impact.
Can AI draft the first version? Yes, AI can be a useful tool to generate a first draft. This can save time and ensure the core elements of the ACK-OWN-FIX-INVITE framework are included. However, it is crucial that a human team member always reviews, personalizes, and approves the final response before publishing to ensure it is genuine and specific to the review.
Does this admit fault? An apology is an expression of empathy for the guest's negative experience, not necessarily an admission of legal fault. Use empathetic language that validates their feelings. For reviews with serious legal implications or edge cases, always seek a review from your legal team before publishing a response.