HiRUM Software Solutions

The Importance of Responding to Reviews

Posted by Melisa Mehic - 06/11/2015

Today, many property managers ignore or perceive responding to guest reviews as a low priority. In other words, property managers do not realise the importance or how crucial responding to reviews really is.

By responding to customer reviews, it provides the customer a voice which makes them feel heard, giving properties an opportunity to improve customer satisfaction levels and increase customer loyalty. Also, by seeing management responses, it can improve guests’ perception of a hotel which can ultimately help guests with the decision making process and book with hotels who value customer reviews.

Studies show, only 32% of hotels respond to reviews, which means a staggering 68% of hotels simply ignore responding to customer reviews. The 32% of hotels that do respond to their online reviews whether it’s positive or negative, usually are the ones that perform higher, than the 68% that do not respond at all.

Studies also indicate, hotels who respond to reviews are more likely to increase their revenue as well as be more visible on review sites such as TripAdvisor as oppose to hotels who don’t engage in responding to reviews.



Remember, if you are not interacting with online guests’ reviews, you are at a risk of damaging your online reputation. Make sure responding to reviews is a top priority otherwise your competition who do respond will be the ones benefiting.




Melisa is a Marketing Assistant at HiRUM
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