When reviews get tricky: what to say (and what not to)
Online reputation and reviews
how to respond to negative reviews
response templates for lodgings
customer service tone
Why is it important to respond well (even to bad reviews)?
A negative review is not the end of the world. In fact, it can become an opportunity to show your commitment to guest experience. People don’t just read what others write, they also read how you respond.
Fact: Over 80% of users say that a kind and professional response to a negative review improves their perception of the business.
Real examples of responses for difficult situations
Complaint about noise in the room
"Hi [name], we’re sorry the noise affected your rest. We’re reviewing this point with our team to ensure it doesn’t happen again. Thanks for your comment, it helps us improve."
Non-refundable cancellation
"Hi [name], we understand your frustration with the cancellation policy. We always try to be clear at the time of booking. We’ll take note of your experience to review how we communicate this better."
Misunderstanding with the service
"Hi [name], we’re sorry your experience didn’t meet expectations. Our team is trained to provide the best service, but sometimes mistakes happen. We’d love the chance to make it up to you on a future visit."
Phrases that help de-escalate situations
These phrases can help you respond with empathy without assuming unnecessary blame:
"We’re sorry it wasn’t what you expected."
"Thanks for your honesty, we’ll take it into account."
"We’re working to improve that part of the experience."
"We’d love to talk directly and find a solution."
Tip: Respond when you’re emotionally clear and avoid reacting immediately.
Difference between formal and friendly tone (and when to use each)
Formal tone
Useful when maintaining a neutral stance or dealing with very demanding clients.
"Dear [name], we sincerely apologize for the inconvenience. We’re taking steps to prevent this from happening again."
Friendly tone
Ideal for creating empathy with a more relaxed audience, like vacation rental guests.
"Hi [name], we’re really sorry this happened. We’re already working on it with the team. Thanks for letting us know, truly."
What do international best practices say about review management?
According to TripAdvisor and TrustYou, lodgings that respond to 65% or more of their reviews receive better overall scores. This is because guests value attention and commitment, even in adverse situations.
They also recommend:
Avoiding generic or automated responses.
Personalizing each message with a name or reference to the experience.
Using language aligned with your brand (not everything has to sound corporate).
Extra tip: Google values quick and well-structured responses in its local visibility algorithm.
How to build your own response template without sounding like a bot
Not every situation is the same, but a flexible structure can help you reply quickly without losing authenticity.
Suggested structure:
Personalized greeting
Thank you or comment validation
Action or solution (real or symbolic)
Empathetic and open closing
Common mistakes to avoid:
Using the same phrases every time
Responding without reading the complaint carefully
Apologizing for everything, even when it doesn’t apply
Editable example: "Hi [name], thanks for telling us what happened. We’re sorry that [problem] affected your experience. We’ve already discussed it with the team to improve. We hope to give you a better experience in the future."
