Reputation playbook: hotel

Example approach. This page shows how we typically plan this kind of project. It is not a specific client’s story, and the figures we track depend on your business.

How we plan reputation management for a hotel whose rating has slipped on Google and travel sites.

The situation

A mid-size hotel had a 4.4 rating that has fallen after a few complaints about housekeeping and check-in delays. Most reviews have no reply, and happy guests rarely leave reviews.

Common challenges

• Complaints sit unanswered for weeks.
• Only unhappy guests take the time to write reviews.
• The same issue appears in several reviews.
• Reviews are spread across Google, TripAdvisor and booking sites.

Our approach, step by step

1. Audit reviews. Group recent reviews by issue to see what guests complain about most
2. Share findings with the team. The top issues go to management so the cause is fixed
3. Reply to every review. Specific thank-you replies and calm responses that explain what changed
4. Ask happy guests. A message at checkout with direct links to the right review sites
5. Report rule-breaking reviews. Fake or abusive reviews reported through each platform
6. Monitor mentions. Alerts when the hotel is mentioned on travel forums and social media
7. Report monthly. Rating trends, review volume and recurring issues

What we track

• Average rating on each platform
• Number of new reviews each month
• Reply rate and reply time
• Recurring complaint topics

What you get every month

• Replies posted
• Rating and review trends
• Issues to fix and next month’s plan

What to expect, and when

Replies and requests start immediately. Ratings usually improve gradually over two to three months as new reviews from happy guests add up.

Want this for your business? See our Reputation Management service or the Reputation Management presentation, and book a free consultation.