The answer is simple. It is, unfortunately, all of them.

You need to respond to every single review that goes up in regards to your property.

You can’t reply to just one, because you will look defensive.

You can’t reply to negative ones only, because you will look more defensive and possibly just imbue a dower, negative image.

So the only real answer is that you reply to all of them. Don’t think of them as some task, or problem.  The Trip Advisor ones are a fantastic opportunity to speak to *potential* guests. We are of course mitigating the experience with our less than pleased guests, but it is truly about creating a personality and existence online. For one, by existing online you create empathy for your business as an obvious human is reading and responding to the reviews, instead of it being a faceless brick and mortar business to hurl anger at. It also helps you to learn, grow, and change management or service. It is vital as a real time temperature gauge of your services and offerings, and if you look closely you can spot trends and react to them before they become bigger issues.

But you are also speaking to the voyeurs reading the reviews, and searching for hotels in your specific area. Every word you say, and how you react, is to be scrutinized by future (potential) guests. It is an amazing way to speak about your property, to reinforce your brand, and to really get your hooks into guests.

The happy guest reviews are easiest, because you simply celebrate what they loved about the property… a pastry chef, the sommelier, the spa director, the property dog… it is a great way to take people’s offhanded comment and help market what you offer, and help prospective guests get a better idea about all the value that they might be missing.  The negative guest reviews are great because you simply say “sorry” and then use it as a springboard to talk to potential guests about making sure they are clear about requests, needs, etc.  If the room was noisy, remind potential bookers that the cheapest rooms are near a road that trucks come by in the morning.  I have been able to sound professional, engaging, and breezy in responding to an unhappy guest, all the while really focusing writing the review for a prospective booker.

There are other tricks you can use that I daren’t get into.  I can’t give you all my secrets.  =)