Response templates for positive, negative, and mixed hotel reviews. Real examples hoteliers use to increase bookings and build trust.
Response templates for positive, negative, and mixed hotel reviews. Real examples hoteliers use to increase bookings and build trust.
When a guest posts a review about your hotel, you have a choice. Ignore it. Or respond in a way that wins back unhappy customers and impresses people who haven't booked yet.
Here's what the numbers show: 81% of people reported they "always or frequently" read online reviews before booking overnight accommodations. That's not just feedback. That's your next guest reading what current and past guests said about staying with you.
The real power? 91% of travelers value meaningful responses to negative reviews and are likelier to book a room when management shows initiative to improve.
This means every review is an opportunity. A one-star complaint isn't a disaster. It's a chance to show hundreds of potential guests that you actually care about fixing problems. A five-star compliment deserves acknowledgment because it turns satisfied guests into your best marketing tool.
This guide shows you exactly how to respond to every type of review your hotel gets. No fluff. No corporate language. Just templates you can use today, strategies that work, and the reasoning behind each response.
Your hotel's reviews aren't just comments. They're proof.
Think about it. When you're deciding where to stay, you read reviews. You see patterns. You notice how management responds. You make decisions based on what real guests experienced, not what the hotel claims on their website.
Your guests do the exact same thing.
According to recent research, hotel guest satisfaction has declined by 8 points since 2021 across the North American hospitality industry. This means expectations are higher, guests are more critical, and your response to reviews directly affects whether someone books your property or chooses a competitor.
Here's what review responses actually do for your hotel:
They build trust with people who haven't visited yet. A guest reads a negative review about a cold check-in. Then they read your response. You acknowledge the problem, explain what you changed, and invite them to experience it differently. Suddenly, they see a hotel that listens and improves. That's a booking.
They create social proof. Every response shows you're active, attentive, and professional. Potential guests see conversations between guests and management. They notice you thank people for positive feedback. They realize you don't ignore complaints. This matters.
They give you data. Patterns in reviews tell you what's broken. Are five guests complaining about Wi-Fi? That's infrastructure you need to fix. Do three guests praise your front desk staff? That's excellence you should replicate.
They impact your ranking. Review platforms and search engines factor in response rate and response quality when ranking hotels. When you respond, you tell the algorithm: this hotel is actively managing its reputation.
Not all reviews are the same. Your response strategy changes based on what you're responding to.
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This is the easiest response to mess up.
Because they're positive, hotels often respond with generic thank-yous that sound robotic. The guest feels like you didn't actually read their review. Potential guests see a template response and wonder if the praise is even real.
Instead, address the specific things they mentioned. If they praised your breakfast, mention breakfast. If they loved the location, acknowledge that they found it convenient. This proves you read their review and validates their experience for everyone else reading.
A guest had a bad experience. They documented it. Now they're waiting to see if you care.
The response matters here more than anywhere else. Because 91% of travelers say property owners and managers should reply to negative reviews, and courteous replies improve their impressions, this is your chance to turn a critic into a believer.
Your response should be faster (24-48 hours is the standard), more personal, and more detailed. You need to show you understand the problem, you take it seriously, and you're doing something about it.
These are confusing. A guest loved your hotel but left no explanation. How do you respond to nothing?
Most hotels make this awkward by thanking them for the rating with nothing else to say. Instead, treat it as an opportunity. Suggest what might have made them happy. "Thank you for the five stars. We hope our central location made your stay convenient." This invites them to engage and shows you understand what guests value.
A guest is happy about some things and disappointed about others. These are valuable because they show nuance.
Your response should validate both the positives and address the negatives. Don't focus only on what went wrong. Acknowledge what you did right. Then explain what you're doing to improve on the rest.
Sometimes you get reviews that seem unrealistic or written by competitors. They might use extreme language, make impossible claims, or target your reputation specifically.
Don't respond emotionally. Don't accuse the guest of lying. Instead, flag the review through the platform and respond professionally to anyone reading it. If you suspect fraud, contact the review platform's support team privately.
A guest had an amazing stay and took time to say so publicly. This is your chance to show appreciation and encourage more positive reviews.
Use their name. If they left a username, address them directly. This shows you actually read their review instead of using a bot. It makes them feel seen.
Be specific about what they praised. If they mentioned the bed, mention the bed. If they loved the staff, reference the staff. Specificity proves you read carefully and care about the details they noticed.
Make one observation or ask one question. This keeps the response conversational instead of formal. "We're glad the room's location near the city center made exploring easier. Have you visited us before?" This invites engagement.
Invite them back. Keep it genuine, not pushy. "We hope to welcome you back on your next visit" works. "We can't wait to see you again" also works. "We'd love the opportunity to serve you in the future again" is too corporate.
Template 1: Travel with Family
Hi [Name],
Thank you for taking the time to leave us a five-star review. We're thrilled to hear your family had such a wonderful stay with us. Hearing that your kids loved the pool and enjoyed our breakfast options means everything to us.
We'd absolutely love to have you and your family back for another vacation. Looking forward to seeing you soon.
Warmly, [Your Name/Team Name]
Template 2: Solo Traveler
[Name], thank you so much for your kind words. We're glad our central location made it easy to explore the neighborhood and that our team made you feel welcome.
If you're ever back in town for work or leisure, please consider us your home away from home.
All the best, [Your Name/Team Name]
Template 3: Business Guest
Dear [Name],
Your positive feedback is deeply appreciated. We're delighted that our business center, meeting facilities, and convenient location made your stay productive and stress-free.
We'd be honored to host your team on your next business trip. Please let us know how we can support your future visits.
Best regards, [Your Name/Team Name]
Template 4: Five Stars, No Details
[Name], thank you for leaving us a five-star rating. We appreciate your business and hope everything during your stay exceeded your expectations. We'd love to welcome you back anytime.
See you soon, [Your Name/Team Name]
Template 5: Specific Amenity Praise
[Name], thank you so much for highlighting the quality of your room. We take pride in every detail, from our mattresses to our bathroom amenities, so it's wonderful to hear you appreciated them.
We look forward to hosting you again.
Warm regards, [Your Name/Team Name]
A guest is unhappy. They told the internet about it. Now you need to fix the relationship and show everyone else reading that you're responsive.
This is where most hotels fail.
They get defensive. They blame the guest. They offer excuses. Or they ignore the review completely, which signals to everyone else that you don't care.
The hotels that win do the opposite. They move fast, they own the problem, and they show how they're improving.
Respond within 24 to 48 hours. Speed matters. A fast response shows you're monitoring your reputation and taking the guest seriously. A response after two weeks? You look indifferent.
Never argue or blame the guest. Even if you think they're wrong. Even if the review is unfair. Defensive tone makes you look guilty. It also makes the negative review more prominent because you're engaging in conflict on a public platform. Stay professional.
Acknowledge their experience specifically. Don't give a generic apology. Show you read the review and understand what went wrong. If they complained about cold water, don't apologize for "any inconvenience." Apologize for the water temperature.
Explain what you're doing differently. Don't just say sorry. Tell readers what changed. Did you hire extra housekeeping? Install new equipment? Train staff differently? This shows potential guests that the problem was real but is now being fixed.
Move the conversation offline when possible. The public platform is for show. The real work happens in private. Invite the guest to contact you directly. Offer your email address and phone number. This shows confidence and a genuine desire to make things right.
Don't mention confidential details. Your response is public. Don't include booking numbers, room numbers, specific dates, or party descriptions. You're protecting guest privacy while responding professionally.
Don't make promises you can't keep. If you say you're installing new air conditioning units, you better be installing them. If you promise a refund, you better deliver it. Empty promises are worse than no response.
Don't use generic responses for multiple complaints. People can tell when you're copying and pasting the same reply to five different reviews. Each negative review deserves a response tailored to what went wrong.
Don't ignore the review and hope it disappears. It won't. Silence communicates indifference. It makes the negative review more powerful because it stands without any rebuttal.
Dear [Name],
Thank you for bringing this to our attention. We take cleanliness seriously, and we're genuinely sorry your room didn't meet our standards. This doesn't represent who we are.
We've reviewed our housekeeping process with our team and reinforced our cleaning protocols. We'd welcome the opportunity to make this right. Please reach out to [your email] so we can discuss your experience in detail and find a way to restore your confidence in our hotel.
We hope you'll give us another chance.
Sincerely, [Your Name]
Why this works: It's specific to the problem. It doesn't blame the guest or offer excuses. It shows action taken. It invites offline conversation.
Hello [Name],
We sincerely apologize for the experience you had at our front desk. You deserved better, and we didn't deliver. Thank you for being honest about it.
Since your stay, we've re-trained our front desk team on our service standards and implemented a new system to ensure faster and more attentive responses. Your feedback directly led to this change.
We'd love to restore your faith in our hotel. Please contact me directly at [your email], and let's discuss how we can make your next stay exceptional.
Best regards, [Your Name/Title]
Why this works: It takes responsibility without being defensive. It explains the specific action taken (retraining). It uses the word "directly" to show their feedback mattered. It personalizes the invitation to respond.
Dear [Name],
Thank you for taking the time to share your experience. We're sorry to hear your room was uncomfortably warm during your stay.
We've had our HVAC system inspected and made adjustments to improve temperature control in our guest rooms. We're also training our staff to respond immediately to any guest comfort concerns in the future.
We value your feedback and would like the chance to provide you a more comfortable experience on your next visit. Please reach out to me at [your email].
Warm regards, [Your Name]
Why this works: It's direct about the problem. It explains what was fixed (HVAC inspection). It shows staff training. It doesn't over-apologize or sound defensive.
[Name], thank you for your feedback. We understand how frustrating weak Wi-Fi is, especially for business travelers.
We're upgrading our internet infrastructure to provide faster and more reliable connectivity throughout the hotel. This upgrade should be complete by [date]. We hope you'll stay with us again when it's done.
I'd like to offer you [specific compensation] on your next stay as an apology for the inconvenience. Please let me know when you're planning your next visit by reaching out to [email].
Sincerely, [Your Name]
Why this works: It addresses the specific problem. It gives a timeline for the fix. It offers compensation only after acknowledging the fix. It's personal without being overly emotional.
Dear [Name],
We're sorry to hear that noise kept you from sleeping well. This is not the experience we want any guest to have, and we appreciate you letting us know.
We've reinforced our quiet hours policy with our guests and staff, and we're exploring additional soundproofing solutions for next year's renovations. Your feedback helped identify an area where we need to improve.
I'd like to make this right. Please contact me at [email], and let's arrange a complimentary upgrade on your next stay.
Best regards, [Your Name]
Why this works: It acknowledges both immediate action (policy reinforcement) and long-term improvement (renovations). It positions the guest as helping them improve. It offers specific compensation.
A guest was mostly happy but not completely satisfied. This is valuable feedback because it shows what would push them to five stars.
Most hotels ignore four-star reviews. This is a mistake.
A four-star review is someone saying "I liked it, but something was off." They're giving you the information you need to improve. They're also more credible to potential guests than pure five-star reviews. Readers think: "If someone mostly loved it but has one complaint, that's honest feedback I can trust."
Your response should acknowledge what they got right, then address the gap they identified.
Template 1: Good Stay, Minor Issues
[Name], thank you for your four-star review. We're thrilled you enjoyed most of your stay. Your feedback about [specific issue] is valuable, and we're working to improve in that area.
We appreciate your honesty and would love another chance to provide the complete five-star experience you deserve.
Looking forward to your next visit, [Your Name/Team]
Template 2: Great Experience, One Disappointment
Dear [Name],
Your feedback means a lot to us. We're so glad you enjoyed [what they praised], and we take your comment about [what disappointed them] seriously.
We're making changes to address this, and we'd welcome the opportunity to exceed your expectations on your next stay. Please let us know when you're planning to return.
Best regards, [Your Name]
Template 3: Positive Stay, Constructive Feedback
[Name], thank you for the thoughtful review. You hit on something important when you mentioned [their specific feedback]. This is exactly the kind of input we use to get better.
We're grateful you still gave us four stars despite the issue, and we're committed to making it a five-star experience next time.
Warmly, [Your Name/Team]
These reviews mention both positives and negatives. The guest isn't angry, but they're not raving either.
These are usually honest reviews. The guest experienced real highs and real lows. Potential guests reading these often find them most credible because they show balance.
Your response should validate the positive parts while showing you heard the concerns.
Template 1: Praise and Concern
Hello [Name],
Thank you for the balanced feedback. We're delighted to hear that our team [positive mention] made your stay enjoyable. At the same time, we hear you on [the concern they raised].
This is exactly the kind of input that helps us improve. We're taking action on [the specific area], and we'd like another opportunity to provide an even better experience.
All the best, [Your Name]
Template 2: Good Service, Facility Issues
[Name], thanks for your honest review. We're proud of our team's service and glad that came through in your stay. We also hear you about [facility or amenity concern].
We have plans to address this [mention timeline], and we'd welcome you back to experience the improvements we're making.
Best regards, [Your Name/Team]
You know your hotel. Sometimes a review doesn't ring true.
Maybe it describes something impossible. Maybe it seems designed to damage your reputation. Maybe it's written by a competitor.
Don't panic. Don't respond emotionally. Here's what to do.
Flag it with the platform. Report the review through Google, TripAdvisor, Expedia, or whatever platform it's on. Most platforms have processes for fraudulent or guideline-violating reviews. Include evidence of why you believe it's fake or dishonest.
Respond professionally anyway. Don't ignore it. Other guests will read it. Your response should be calm, professional, and helpful to anyone reading. Address what you can factually without engaging in the accusation.
Never accuse the reviewer of lying. Even if you're certain it's fraud. Accusations make you look defensive. They make the review more prominent. Keep it professional.
Contact the platform's support team. Submit a formal complaint with documentation. Explain why you believe the review violates policies.
We appreciate you taking the time to share your perspective. We haven't experienced the issue you described, but we take all guest feedback seriously. If you stayed with us and had concerns, we'd genuinely like to discuss them. Please reach out to [your email] so we can understand what happened and make it right.
Thank you, [Your Name]
Why this works: It doesn't accuse. It doesn't get defensive. It leaves the door open for honest conversation. It invites them to connect offline. It shows other readers that you're confident and responsive.
Here's what separates hotels that win on reviews from those that don't: consistency.
Consistency in responding. Consistency in tone. Consistency in speed.
Most hotels respond to some reviews and ignore others. They respond fast to positive ones and slow to negative ones. They take different tones depending on who's writing.
Guests notice this. Potential guests notice this. The algorithms notice this.
Research shows that online reviews remain a trusted source of information when booking , which means your response strategy directly influences purchasing decisions.
The data is clear: only about 40% of hotels respond to guest reviews. This means if you respond to even 40% of reviews consistently and well, you're already ahead of your competition. If you respond to 60% or 70%, you're exceptional.
Your response timing matters too. Within 24 to 48 hours is the standard for negative reviews. For positive reviews, responding within a week is fine. But consistency matters more than perfection. A slower response is better than an ignored review.
Guests mention specific things in reviews. Your responses should acknowledge these specifics.
If praised: "Thank you for noticing our attention to detail in housekeeping. We take great pride in maintaining our rooms to the highest standards."
If criticized: "We sincerely apologize for the cleanliness issues in your room. This doesn't meet our standards, and we've immediately reviewed our housekeeping procedures with our team."
If praised: "We're delighted our check-in process was smooth and our team made you feel welcome. That's exactly the experience we aim for every guest."
If criticized: "Thank you for letting us know about your check-in experience. We've revisited our training to ensure every guest is greeted promptly and professionally. We'd welcome the chance to do better on your next visit."
If praised: "We're so glad our beds and room amenities provided the comfort you needed. A restful stay is our top priority."
If criticized: "We're sorry your room wasn't as comfortable as you deserved. We're investing in [specific improvements, like new bedding, HVAC upgrades, soundproofing], and we hope you'll give us another chance."
If praised: "Thank you for the kind words about our dining options. Our culinary team takes pride in every meal, and we're thrilled you enjoyed it."
If criticized: "We appreciate your feedback on our restaurant. We're working with our chef to improve our menu and food quality. We'd love to show you the improvements on your next visit."
If praised: "We're glad you took advantage of our amenities. They're an important part of the experience we work hard to provide."
If criticized: "Thank you for noting the issue with our [specific amenity]. We're prioritizing upgrades and maintenance in this area. Your feedback helps us know where to focus."
If praised: "We're thrilled our location made exploring the area easy for you. We love being close to all the best attractions and restaurants."
If criticized: "We understand our location might not be ideal for everyone. We do our best to provide helpful information about nearby options and transportation to help guests make the most of their stay."
If praised: "Thank you for acknowledging our team's service. Our staff genuinely cares about guest satisfaction, and it means everything to hear that it came through."
If criticized: "We're sorry to hear that our staff didn't provide the level of service you expected. We're reinforcing our training standards and would welcome the opportunity to show you better service on your next visit."
If praised: "We're delighted you felt you received excellent value. We work hard to offer quality accommodations and service at a fair price."
If criticized: "We appreciate your feedback on pricing. We're always balancing the quality we provide with fair pricing. Your input helps us understand guest expectations better."
Responding to reviews only matters if you can do it consistently.
Most hotels struggle because there's no system. One person responds sometimes. Another person forgets. Responses are inconsistent. Some reviews get ignored.
Here's how to fix that.
For a comprehensive approach to managing review responses across all platforms, consider implementing a dedicated review management strategy. Purpose-built hospitality review management systems can help streamline the process, but the core principles of organization and consistency remain the same.
Decide now: Who is responsible for review responses? Is it your manager? Your guest services team? Your marketing person? Someone needs to own this. If everyone is responsible, no one is.
Consider rotating responsibility if you have a large team. This prevents burnout and spreads the task.
Responses scattered across Google, TripAdvisor, Booking, Expedia, and Yelp are impossible to track manually.
Use a single email address or dashboard that aggregates reviews from all platforms. Enable notifications so new reviews alert you immediately. This way, you're not checking six different sites. You're checking one.
You don't need a unique response for every single review. But you do need templates you customize.
Create a template for five-star reviews. A template for negative reviews about specific things (cleanliness, service, Wi-Fi, noise). A template for mixed reviews. Then customize them for each guest.
This saves time without sacrificing personalization.
Negative reviews: 24 to 48 hours. Positive reviews: within a week. Mixed reviews: within 3 to 5 days.
These aren't hard rules. But they give your team targets. If everyone knows the standard, everyone can meet it.
Monitor your response rate. Are you responding to 40% of reviews? 60%? Keep improving.
Monitor sentiment changes. Are reviews getting more positive over time? Are you addressing recurring complaints successfully?
Monitor bookings. Do response rates correlate with direct bookings to your website? They should.
Here's why this matters beyond the surface level.
When you respond to reviews thoughtfully and consistently, several things happen.
Your ranking improves. Review platforms and search engines prioritize hotels with higher response rates. Google Hotels, TripAdvisor, and Booking.com all factor this into how they display your property.
Your conversion rate improves. Potential guests who see thoughtful responses trust your property more. They're more likely to book. Studies show that meaningful responses to negative reviews actually increase conversion, not decrease it.
Your revenue improves. More bookings mean more revenue. But also, guests who trust you based on how you handle reviews are willing to pay higher rates. They book direct through your website instead of OTA platforms, which means better margins.
Your team improves. When you're actively reading reviews and responding, you see patterns. These patterns show you what to train staff on, what facilities to upgrade, what processes to fix.
Your reputation improves. Consistent, professional responses build brand authority. Competitors aren't responding. You are. Guests remember that.
Responding to reviews doesn't have to take hours every day.
Simple tools help:
A Gmail account connected to all your review profiles eliminates the need to visit six different websites.
Spreadsheets or simple CRM systems track which reviews you've responded to and when.
Response templates cut drafting time from minutes to seconds.
Scheduled follow-ups ensure you're monitoring response performance over time.
For larger hotels, dedicated reputation management tools like Guestara, Revinate, GuestTouch, and similar platforms centralize everything and provide analytics. But you don't need expensive software to start. A system is more important than software.
Your hotel reviews are data. They're feedback. They're also marketing.
Every response is a public conversation. Hundreds of people will read it. Potential guests will judge your property based on how you handle criticism, praise, and everything in between.
Hotels that win at reviews do four things:
They respond quickly. They're professional and empathetic, never defensive. They acknowledge specific feedback, not generic complaints. They show action, not empty promises.
The templates in this guide give you the foundation. But the real power comes from consistency. Respond to reviews regularly. Respond within your timeframe. Respond thoughtfully. Train your team to understand why this matters.
Your reviews aren't a reputation problem. They're a reputation opportunity.
Response templates for positive, negative, and mixed hotel reviews. Real examples hoteliers use to increase bookings and build trust.
When a guest posts a review about your hotel, you have a choice. Ignore it. Or respond in a way that wins back unhappy customers and impresses people who haven't booked yet.
Here's what the numbers show: 81% of people reported they "always or frequently" read online reviews before booking overnight accommodations. That's not just feedback. That's your next guest reading what current and past guests said about staying with you.
The real power? 91% of travelers value meaningful responses to negative reviews and are likelier to book a room when management shows initiative to improve.
This means every review is an opportunity. A one-star complaint isn't a disaster. It's a chance to show hundreds of potential guests that you actually care about fixing problems. A five-star compliment deserves acknowledgment because it turns satisfied guests into your best marketing tool.
This guide shows you exactly how to respond to every type of review your hotel gets. No fluff. No corporate language. Just templates you can use today, strategies that work, and the reasoning behind each response.
Your hotel's reviews aren't just comments. They're proof.
Think about it. When you're deciding where to stay, you read reviews. You see patterns. You notice how management responds. You make decisions based on what real guests experienced, not what the hotel claims on their website.
Your guests do the exact same thing.
According to recent research, hotel guest satisfaction has declined by 8 points since 2021 across the North American hospitality industry. This means expectations are higher, guests are more critical, and your response to reviews directly affects whether someone books your property or chooses a competitor.
Here's what review responses actually do for your hotel:
They build trust with people who haven't visited yet. A guest reads a negative review about a cold check-in. Then they read your response. You acknowledge the problem, explain what you changed, and invite them to experience it differently. Suddenly, they see a hotel that listens and improves. That's a booking.
They create social proof. Every response shows you're active, attentive, and professional. Potential guests see conversations between guests and management. They notice you thank people for positive feedback. They realize you don't ignore complaints. This matters.
They give you data. Patterns in reviews tell you what's broken. Are five guests complaining about Wi-Fi? That's infrastructure you need to fix. Do three guests praise your front desk staff? That's excellence you should replicate.
They impact your ranking. Review platforms and search engines factor in response rate and response quality when ranking hotels. When you respond, you tell the algorithm: this hotel is actively managing its reputation.
Not all reviews are the same. Your response strategy changes based on what you're responding to.
This is the easiest response to mess up.
Because they're positive, hotels often respond with generic thank-yous that sound robotic. The guest feels like you didn't actually read their review. Potential guests see a template response and wonder if the praise is even real.
Instead, address the specific things they mentioned. If they praised your breakfast, mention breakfast. If they loved the location, acknowledge that they found it convenient. This proves you read their review and validates their experience for everyone else reading.
A guest had a bad experience. They documented it. Now they're waiting to see if you care.
The response matters here more than anywhere else. Because 91% of travelers say property owners and managers should reply to negative reviews, and courteous replies improve their impressions, this is your chance to turn a critic into a believer.
Your response should be faster (24-48 hours is the standard), more personal, and more detailed. You need to show you understand the problem, you take it seriously, and you're doing something about it.
These are confusing. A guest loved your hotel but left no explanation. How do you respond to nothing?
Most hotels make this awkward by thanking them for the rating with nothing else to say. Instead, treat it as an opportunity. Suggest what might have made them happy. "Thank you for the five stars. We hope our central location made your stay convenient." This invites them to engage and shows you understand what guests value.
A guest is happy about some things and disappointed about others. These are valuable because they show nuance.
Your response should validate both the positives and address the negatives. Don't focus only on what went wrong. Acknowledge what you did right. Then explain what you're doing to improve on the rest.
Sometimes you get reviews that seem unrealistic or written by competitors. They might use extreme language, make impossible claims, or target your reputation specifically.
Don't respond emotionally. Don't accuse the guest of lying. Instead, flag the review through the platform and respond professionally to anyone reading it. If you suspect fraud, contact the review platform's support team privately.
A guest had an amazing stay and took time to say so publicly. This is your chance to show appreciation and encourage more positive reviews.
Use their name. If they left a username, address them directly. This shows you actually read their review instead of using a bot. It makes them feel seen.
Be specific about what they praised. If they mentioned the bed, mention the bed. If they loved the staff, reference the staff. Specificity proves you read carefully and care about the details they noticed.
Make one observation or ask one question. This keeps the response conversational instead of formal. "We're glad the room's location near the city center made exploring easier. Have you visited us before?" This invites engagement.
Invite them back. Keep it genuine, not pushy. "We hope to welcome you back on your next visit" works. "We can't wait to see you again" also works. "We'd love the opportunity to serve you in the future again" is too corporate.
Template 1: Travel with Family
Hi [Name],
Thank you for taking the time to leave us a five-star review. We're thrilled to hear your family had such a wonderful stay with us. Hearing that your kids loved the pool and enjoyed our breakfast options means everything to us.
We'd absolutely love to have you and your family back for another vacation. Looking forward to seeing you soon.
Warmly, [Your Name/Team Name]
Template 2: Solo Traveler
[Name], thank you so much for your kind words. We're glad our central location made it easy to explore the neighborhood and that our team made you feel welcome.
If you're ever back in town for work or leisure, please consider us your home away from home.
All the best, [Your Name/Team Name]
Template 3: Business Guest
Dear [Name],
Your positive feedback is deeply appreciated. We're delighted that our business center, meeting facilities, and convenient location made your stay productive and stress-free.
We'd be honored to host your team on your next business trip. Please let us know how we can support your future visits.
Best regards, [Your Name/Team Name]
Template 4: Five Stars, No Details
[Name], thank you for leaving us a five-star rating. We appreciate your business and hope everything during your stay exceeded your expectations. We'd love to welcome you back anytime.
See you soon, [Your Name/Team Name]
Template 5: Specific Amenity Praise
[Name], thank you so much for highlighting the quality of your room. We take pride in every detail, from our mattresses to our bathroom amenities, so it's wonderful to hear you appreciated them.
We look forward to hosting you again.
Warm regards, [Your Name/Team Name]
A guest is unhappy. They told the internet about it. Now you need to fix the relationship and show everyone else reading that you're responsive.
This is where most hotels fail.
They get defensive. They blame the guest. They offer excuses. Or they ignore the review completely, which signals to everyone else that you don't care.
The hotels that win do the opposite. They move fast, they own the problem, and they show how they're improving.
Respond within 24 to 48 hours. Speed matters. A fast response shows you're monitoring your reputation and taking the guest seriously. A response after two weeks? You look indifferent.
Never argue or blame the guest. Even if you think they're wrong. Even if the review is unfair. Defensive tone makes you look guilty. It also makes the negative review more prominent because you're engaging in conflict on a public platform. Stay professional.
Acknowledge their experience specifically. Don't give a generic apology. Show you read the review and understand what went wrong. If they complained about cold water, don't apologize for "any inconvenience." Apologize for the water temperature.
Explain what you're doing differently. Don't just say sorry. Tell readers what changed. Did you hire extra housekeeping? Install new equipment? Train staff differently? This shows potential guests that the problem was real but is now being fixed.
Move the conversation offline when possible. The public platform is for show. The real work happens in private. Invite the guest to contact you directly. Offer your email address and phone number. This shows confidence and a genuine desire to make things right.
Don't mention confidential details. Your response is public. Don't include booking numbers, room numbers, specific dates, or party descriptions. You're protecting guest privacy while responding professionally.
Don't make promises you can't keep. If you say you're installing new air conditioning units, you better be installing them. If you promise a refund, you better deliver it. Empty promises are worse than no response.
Don't use generic responses for multiple complaints. People can tell when you're copying and pasting the same reply to five different reviews. Each negative review deserves a response tailored to what went wrong.
Don't ignore the review and hope it disappears. It won't. Silence communicates indifference. It makes the negative review more powerful because it stands without any rebuttal.
Dear [Name],
Thank you for bringing this to our attention. We take cleanliness seriously, and we're genuinely sorry your room didn't meet our standards. This doesn't represent who we are.
We've reviewed our housekeeping process with our team and reinforced our cleaning protocols. We'd welcome the opportunity to make this right. Please reach out to [your email] so we can discuss your experience in detail and find a way to restore your confidence in our hotel.
We hope you'll give us another chance.
Sincerely, [Your Name]
Why this works: It's specific to the problem. It doesn't blame the guest or offer excuses. It shows action taken. It invites offline conversation.
Hello [Name],
We sincerely apologize for the experience you had at our front desk. You deserved better, and we didn't deliver. Thank you for being honest about it.
Since your stay, we've re-trained our front desk team on our service standards and implemented a new system to ensure faster and more attentive responses. Your feedback directly led to this change.
We'd love to restore your faith in our hotel. Please contact me directly at [your email], and let's discuss how we can make your next stay exceptional.
Best regards, [Your Name/Title]
Why this works: It takes responsibility without being defensive. It explains the specific action taken (retraining). It uses the word "directly" to show their feedback mattered. It personalizes the invitation to respond.
Dear [Name],
Thank you for taking the time to share your experience. We're sorry to hear your room was uncomfortably warm during your stay.
We've had our HVAC system inspected and made adjustments to improve temperature control in our guest rooms. We're also training our staff to respond immediately to any guest comfort concerns in the future.
We value your feedback and would like the chance to provide you a more comfortable experience on your next visit. Please reach out to me at [your email].
Warm regards, [Your Name]
Why this works: It's direct about the problem. It explains what was fixed (HVAC inspection). It shows staff training. It doesn't over-apologize or sound defensive.
[Name], thank you for your feedback. We understand how frustrating weak Wi-Fi is, especially for business travelers.
We're upgrading our internet infrastructure to provide faster and more reliable connectivity throughout the hotel. This upgrade should be complete by [date]. We hope you'll stay with us again when it's done.
I'd like to offer you [specific compensation] on your next stay as an apology for the inconvenience. Please let me know when you're planning your next visit by reaching out to [email].
Sincerely, [Your Name]
Why this works: It addresses the specific problem. It gives a timeline for the fix. It offers compensation only after acknowledging the fix. It's personal without being overly emotional.
Dear [Name],
We're sorry to hear that noise kept you from sleeping well. This is not the experience we want any guest to have, and we appreciate you letting us know.
We've reinforced our quiet hours policy with our guests and staff, and we're exploring additional soundproofing solutions for next year's renovations. Your feedback helped identify an area where we need to improve.
I'd like to make this right. Please contact me at [email], and let's arrange a complimentary upgrade on your next stay.
Best regards, [Your Name]
Why this works: It acknowledges both immediate action (policy reinforcement) and long-term improvement (renovations). It positions the guest as helping them improve. It offers specific compensation.
A guest was mostly happy but not completely satisfied. This is valuable feedback because it shows what would push them to five stars.
Most hotels ignore four-star reviews. This is a mistake.
A four-star review is someone saying "I liked it, but something was off." They're giving you the information you need to improve. They're also more credible to potential guests than pure five-star reviews. Readers think: "If someone mostly loved it but has one complaint, that's honest feedback I can trust."
Your response should acknowledge what they got right, then address the gap they identified.
Template 1: Good Stay, Minor Issues
[Name], thank you for your four-star review. We're thrilled you enjoyed most of your stay. Your feedback about [specific issue] is valuable, and we're working to improve in that area.
We appreciate your honesty and would love another chance to provide the complete five-star experience you deserve.
Looking forward to your next visit, [Your Name/Team]
Template 2: Great Experience, One Disappointment
Dear [Name],
Your feedback means a lot to us. We're so glad you enjoyed [what they praised], and we take your comment about [what disappointed them] seriously.
We're making changes to address this, and we'd welcome the opportunity to exceed your expectations on your next stay. Please let us know when you're planning to return.
Best regards, [Your Name]
Template 3: Positive Stay, Constructive Feedback
[Name], thank you for the thoughtful review. You hit on something important when you mentioned [their specific feedback]. This is exactly the kind of input we use to get better.
We're grateful you still gave us four stars despite the issue, and we're committed to making it a five-star experience next time.
Warmly, [Your Name/Team]
These reviews mention both positives and negatives. The guest isn't angry, but they're not raving either.
These are usually honest reviews. The guest experienced real highs and real lows. Potential guests reading these often find them most credible because they show balance.
Your response should validate the positive parts while showing you heard the concerns.
Template 1: Praise and Concern
Hello [Name],
Thank you for the balanced feedback. We're delighted to hear that our team [positive mention] made your stay enjoyable. At the same time, we hear you on [the concern they raised].
This is exactly the kind of input that helps us improve. We're taking action on [the specific area], and we'd like another opportunity to provide an even better experience.
All the best, [Your Name]
Template 2: Good Service, Facility Issues
[Name], thanks for your honest review. We're proud of our team's service and glad that came through in your stay. We also hear you about [facility or amenity concern].
We have plans to address this [mention timeline], and we'd welcome you back to experience the improvements we're making.
Best regards, [Your Name/Team]
You know your hotel. Sometimes a review doesn't ring true.
Maybe it describes something impossible. Maybe it seems designed to damage your reputation. Maybe it's written by a competitor.
Don't panic. Don't respond emotionally. Here's what to do.
Flag it with the platform. Report the review through Google, TripAdvisor, Expedia, or whatever platform it's on. Most platforms have processes for fraudulent or guideline-violating reviews. Include evidence of why you believe it's fake or dishonest.
Respond professionally anyway. Don't ignore it. Other guests will read it. Your response should be calm, professional, and helpful to anyone reading. Address what you can factually without engaging in the accusation.
Never accuse the reviewer of lying. Even if you're certain it's fraud. Accusations make you look defensive. They make the review more prominent. Keep it professional.
Contact the platform's support team. Submit a formal complaint with documentation. Explain why you believe the review violates policies.
We appreciate you taking the time to share your perspective. We haven't experienced the issue you described, but we take all guest feedback seriously. If you stayed with us and had concerns, we'd genuinely like to discuss them. Please reach out to [your email] so we can understand what happened and make it right.
Thank you, [Your Name]
Why this works: It doesn't accuse. It doesn't get defensive. It leaves the door open for honest conversation. It invites them to connect offline. It shows other readers that you're confident and responsive.
Here's what separates hotels that win on reviews from those that don't: consistency.
Consistency in responding. Consistency in tone. Consistency in speed.
Most hotels respond to some reviews and ignore others. They respond fast to positive ones and slow to negative ones. They take different tones depending on who's writing.
Guests notice this. Potential guests notice this. The algorithms notice this.
Research shows that online reviews remain a trusted source of information when booking , which means your response strategy directly influences purchasing decisions.
The data is clear: only about 40% of hotels respond to guest reviews. This means if you respond to even 40% of reviews consistently and well, you're already ahead of your competition. If you respond to 60% or 70%, you're exceptional.
Your response timing matters too. Within 24 to 48 hours is the standard for negative reviews. For positive reviews, responding within a week is fine. But consistency matters more than perfection. A slower response is better than an ignored review.
Guests mention specific things in reviews. Your responses should acknowledge these specifics.
If praised: "Thank you for noticing our attention to detail in housekeeping. We take great pride in maintaining our rooms to the highest standards."
If criticized: "We sincerely apologize for the cleanliness issues in your room. This doesn't meet our standards, and we've immediately reviewed our housekeeping procedures with our team."
If praised: "We're delighted our check-in process was smooth and our team made you feel welcome. That's exactly the experience we aim for every guest."
If criticized: "Thank you for letting us know about your check-in experience. We've revisited our training to ensure every guest is greeted promptly and professionally. We'd welcome the chance to do better on your next visit."
If praised: "We're so glad our beds and room amenities provided the comfort you needed. A restful stay is our top priority."
If criticized: "We're sorry your room wasn't as comfortable as you deserved. We're investing in [specific improvements, like new bedding, HVAC upgrades, soundproofing], and we hope you'll give us another chance."
If praised: "Thank you for the kind words about our dining options. Our culinary team takes pride in every meal, and we're thrilled you enjoyed it."
If criticized: "We appreciate your feedback on our restaurant. We're working with our chef to improve our menu and food quality. We'd love to show you the improvements on your next visit."
If praised: "We're glad you took advantage of our amenities. They're an important part of the experience we work hard to provide."
If criticized: "Thank you for noting the issue with our [specific amenity]. We're prioritizing upgrades and maintenance in this area. Your feedback helps us know where to focus."
If praised: "We're thrilled our location made exploring the area easy for you. We love being close to all the best attractions and restaurants."
If criticized: "We understand our location might not be ideal for everyone. We do our best to provide helpful information about nearby options and transportation to help guests make the most of their stay."
If praised: "Thank you for acknowledging our team's service. Our staff genuinely cares about guest satisfaction, and it means everything to hear that it came through."
If criticized: "We're sorry to hear that our staff didn't provide the level of service you expected. We're reinforcing our training standards and would welcome the opportunity to show you better service on your next visit."
If praised: "We're delighted you felt you received excellent value. We work hard to offer quality accommodations and service at a fair price."
If criticized: "We appreciate your feedback on pricing. We're always balancing the quality we provide with fair pricing. Your input helps us understand guest expectations better."
Responding to reviews only matters if you can do it consistently.
Most hotels struggle because there's no system. One person responds sometimes. Another person forgets. Responses are inconsistent. Some reviews get ignored.
Here's how to fix that.
For a comprehensive approach to managing review responses across all platforms, consider implementing a dedicated review management strategy. Purpose-built hospitality review management systems can help streamline the process, but the core principles of organization and consistency remain the same.
Decide now: Who is responsible for review responses? Is it your manager? Your guest services team? Your marketing person? Someone needs to own this. If everyone is responsible, no one is.
Consider rotating responsibility if you have a large team. This prevents burnout and spreads the task.
Responses scattered across Google, TripAdvisor, Booking, Expedia, and Yelp are impossible to track manually.
Use a single email address or dashboard that aggregates reviews from all platforms. Enable notifications so new reviews alert you immediately. This way, you're not checking six different sites. You're checking one.
You don't need a unique response for every single review. But you do need templates you customize.
Create a template for five-star reviews. A template for negative reviews about specific things (cleanliness, service, Wi-Fi, noise). A template for mixed reviews. Then customize them for each guest.
This saves time without sacrificing personalization.
Negative reviews: 24 to 48 hours. Positive reviews: within a week. Mixed reviews: within 3 to 5 days.
These aren't hard rules. But they give your team targets. If everyone knows the standard, everyone can meet it.
Monitor your response rate. Are you responding to 40% of reviews? 60%? Keep improving.
Monitor sentiment changes. Are reviews getting more positive over time? Are you addressing recurring complaints successfully?
Monitor bookings. Do response rates correlate with direct bookings to your website? They should.
Here's why this matters beyond the surface level.
When you respond to reviews thoughtfully and consistently, several things happen.
Your ranking improves. Review platforms and search engines prioritize hotels with higher response rates. Google Hotels, TripAdvisor, and Booking.com all factor this into how they display your property.
Your conversion rate improves. Potential guests who see thoughtful responses trust your property more. They're more likely to book. Studies show that meaningful responses to negative reviews actually increase conversion, not decrease it.
Your revenue improves. More bookings mean more revenue. But also, guests who trust you based on how you handle reviews are willing to pay higher rates. They book direct through your website instead of OTA platforms, which means better margins.
Your team improves. When you're actively reading reviews and responding, you see patterns. These patterns show you what to train staff on, what facilities to upgrade, what processes to fix.
Your reputation improves. Consistent, professional responses build brand authority. Competitors aren't responding. You are. Guests remember that.
Responding to reviews doesn't have to take hours every day.
Simple tools help:
A Gmail account connected to all your review profiles eliminates the need to visit six different websites.
Spreadsheets or simple CRM systems track which reviews you've responded to and when.
Response templates cut drafting time from minutes to seconds.
Scheduled follow-ups ensure you're monitoring response performance over time.
For larger hotels, dedicated reputation management tools like Guestara, Revinate, GuestTouch, and similar platforms centralize everything and provide analytics. But you don't need expensive software to start. A system is more important than software.
Your hotel reviews are data. They're feedback. They're also marketing.
Every response is a public conversation. Hundreds of people will read it. Potential guests will judge your property based on how you handle criticism, praise, and everything in between.
Hotels that win at reviews do four things:
They respond quickly. They're professional and empathetic, never defensive. They acknowledge specific feedback, not generic complaints. They show action, not empty promises.
The templates in this guide give you the foundation. But the real power comes from consistency. Respond to reviews regularly. Respond within your timeframe. Respond thoughtfully. Train your team to understand why this matters.
Your reviews aren't a reputation problem. They're a reputation opportunity.
Thank the guest, apologize for their experience specifically, explain what you're fixing, and invite them to discuss offline. For example: "We're sorry the noise affected your sleep. We've reinforced our quiet hours policy. Please contact us at [email] to discuss further." Never argue or make excuses.
No. Responding to 40-60% consistently and well is better than 100% of generic responses. Prioritize: all negative reviews (24-48 hours), 50% of positive reviews, and all mixed reviews. Quality over quantity.
Negative reviews: 24-48 hours. Positive reviews: 3-7 days. Mixed reviews: 3-5 days. Fast responses show you're monitoring your reputation and take feedback seriously.
91% of travelers are likelier to book when management responds to negative reviews. Better responses improve your ranking on Google Hotels, TripAdvisor, and Booking.com. Guests who trust you pay higher rates and book direct through your website.
Don't mention booking numbers, room numbers, specific dates, or guest party size. Don't make promises you can't keep. Don't argue or use generic copy-paste responses. Keep responses professional and private.
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