After every stay, you get a review. Sometimes glowing, sometimes lukewarm, occasionally unfair. Many owners read those reviews, feel something and get on with their day. That is a missed opportunity. Your reply to a review is one of the few places where you speak directly to future guests.
In this article you will read why replying is worth the effort, how to find the right tone and how to deal with a review you consider unfair. We also give some example replies and tips to increase the number of good reviews.
Who are you actually writing for?
A reply to a review seems aimed at the guest who wrote it. In reality, that guest has long since gone home. The real readers are the people who are thinking about booking your property.
Anyone hesitating between two properties scrolls through the reviews. That reader sees how you respond. Are you friendly and personal? Do you take criticism seriously? Or do you respond defensively and curtly? That impression counts in the decision.
A thoughtful reply shows that there is a committed owner behind the property. Someone who listens, who cares and who can be reached. That builds trust, especially with guests booking a larger property for family or friends.
Timing and tone
When to reply
Reply within a few days of the review. The stay is still fresh then, and your reply feels sincere. A reply that comes months later looks like a box-ticking exercise.
There is an exception for a negative review. Wait a day before you write. A first reaction in the heat of the moment is rarely the best one. Read the review again, look at what is accurate and only then write.
Also bear in mind that some platforms set a deadline within which you can respond. Do not let it pass.
The right tone
Write as you would talk to a guest at the door. Friendly, direct and without over-the-top phrasing. Use the guest's name if the platform shows it. Avoid marketing language. Future guests see straight through it.
Keep it short. Three to five sentences are usually enough. A long reply to a short review comes across as too much. A long reply to a negative review looks like a defence.
Write in the language of the review if you are able to. A German guest who writes in German appreciates a reply in German. German readers then also see that they are welcome.
Positive reviews: personal, not copied
It is tempting to put the same thing under every good review. "Thank you for your review, see you next time." But anyone scrolling through your reviews notices that immediately. It gives the impression that you do not really read what guests write.
Pick out one concrete element. Does the guest mention the garden, the beach walk or the spacious kitchen? Refer to it. Mention something you remember about the stay, if that fits. And invite the guest to come back.
A good reply to a positive review reinforces what the guest already said. It repeats your property's strong points for anyone reading along, without feeling like advertising.
Negative or unfair reviews
A negative review hurts, especially if you put a lot of care into your property. Yet the reply matters more than the review itself. Readers know that not every guest is satisfied. What they mainly look at is how you deal with it.
Stick to these rules:
- Stay calm. No sarcasm, no accusations, no argument.
- Be factual. Respond to what is accurate and correct what is not, without going into detail.
- Keep it short. A few sentences are enough.
- Do not share personal information. Say nothing about the guest, their party or their behaviour that breaches their privacy.
- Show what you have changed. If the criticism was justified, say what you have adjusted.
With criticism that is partly accurate, acknowledge the part that is justified. With criticism that is inaccurate, calmly give the facts. You do not have to rebut every point. A future guest reads between the lines and sees who comes across as reasonable.
Example replies
Below are three short examples that you can adapt to your own property and style.
For a positive review
Dear Sarah, it is lovely to read that you all enjoyed the breakfasts in the garden so much. That is our favourite spot in the house too. Thank you for leaving the property so tidy. You are always welcome for another weekend by the sea.
For a fair comment
Dear Mark, thank you for your honest feedback. You were right that the wifi upstairs was weak. We have since installed an extra access point, so the signal is now good in every room. We are glad you otherwise enjoyed the peace and quiet and the location.
For an unfair review
Thank you for your review. We are sorry that your stay did not meet your expectations. The property was cleaned and checked before your arrival according to our fixed checklist. We did not receive any report during the stay, otherwise we would gladly have sent someone round straight away. We will certainly take your comment into account at the next check.
Note that the third example does not go on the defensive. It gives the facts, acknowledges the experience and lets the reader judge for themselves.
When can you ask for a review to be removed?
Platforms do not remove reviews because they are negative. There has to be a breach of their rules. In general terms, think of reviews that:
- contain offensive, discriminatory or threatening language
- mention personal information about you or others
- have nothing to do with the stay
- were written by someone who did not stay
- are part of an attempt at extortion, for example a threat of a bad review in exchange for a refund
The exact policy differs per platform and sometimes changes. Check the current rules and report a review through the channel provided for it. Add evidence if you have it, such as messages from the conversation. If the review is not removed, your calm reply remains the best response.
Better reviews start with expectations
Most negative reviews arise from a gap between expectation and reality. The guest expected something different from what they found. You can largely close that gap.
Describe your property honestly. Mention the stairs with no lift, the road you hear in the morning, the sofa bed that is a sofa bed. A guest who knows beforehand rarely complains about it afterwards. Use recent photos that show the property as it is today.
Communicate well before and during the stay. A clear message before arrival with practical information prevents a lot of frustration. A short message after the first night to ask whether everything is in order gives the guest the chance to report a problem before it ends up in a review.
Finally, make sure the basics are always right. A clean property, a good bed, working wifi and enough towels. If you manage that every time, better reviews will follow naturally.
Less time, the same care
Following up reviews, answering guests and checking every property after departure takes time. YourDomi handles communication with guests in several languages, seven days a week, and has every property checked by its own cleaning team with a fixed checklist and photo check. Would you like to know what that means for your property? Request a personal proposal.
