Using AI to Respond to Guest Reviews in 2024

Using AI to respond to guest reviews is revolutionizing how hotels manage their online reputation. In the fast-paced world of hospitality, where guest feedback can make or break a business, artificial intelligence offers a powerful solution for crafting timely, personalized, and effective responses. This article explores how various AI tools tackle the challenge of responding to guest reviews, analyzing their strengths and weaknesses in addressing customer feedback. By leveraging AI, hotels can not only save time but also enhance their customer service, ultimately influencing potential guests’ booking decisions.

The Impact of Responding to Guest Reviews

Responding to guest reviews is more than just courtesy; it’s a powerful marketing tool:

• 85% of TripAdvisor users say a thoughtful response to a bad review improves their impression of a hotel
• 65% are more likely to book a hotel that responds to reviews compared to one that doesn’t

Umesh Raju, CEO of Regency Hospitality, states:

Every response to a guest review is an opportunity to showcase our commitment to service excellence. It’s not just about addressing the reviewer; it’s about impressing potential guests who are reading these interactions.

Umesh Raju, CEO of Regency Hospitality

Using AI to Respond to Guest Reviews

Artificial Intelligence can significantly streamline the process of responding to guest reviews:

• AI can analyze sentiment and key points in reviews quickly
• It can generate draft responses based on best practices and your hotel’s tone of voice
• AI assists in personalizing responses at scale
• It helps maintain consistency in messaging across various platforms

Using AI to draft initial responses has allowed us to reply to reviews more promptly and consistently, while still allowing for human touch in the final edit.

Siyam Irshad, Owner of Sidra Pristine Hotel & Portico

Best Practices for AI-Assisted Review Responses

When using AI to help respond to guest reviews:

• Always review and edit AI-generated responses before posting
• Ensure the AI tool is trained on your brand voice and hotel policies
• Use AI to identify trends in reviews for broader improvements
• Combine AI efficiency with human empathy for the best results

4 Free AI Tools for Responding to Guest Reviews

Several free AI tools can assist in drafting responses to guest reviews. None of these platforms requires you to create a paid account.

ChatGPT

Available through OpenAI’s website, ChatGPT offers powerful language generation capabilities. It can help draft initial responses based on review content.

Perplexity AI

This AI-powered search engine can provide context and suggestions for addressing specific issues mentioned in reviews.

Google’s Gemini

Accessible through the Bard interface, Gemini can assist in analyzing review sentiment and generating appropriate response drafts.

Meta AI in WhatsApp

For quick, on-the-go assistance, Meta AI integrated into WhatsApp can help brainstorm response ideas or refine your drafted replies.

Overall, each AI tool demonstrated the ability to generate appropriate responses, but they varied in how closely they followed the specific instructions and details provided in the prompts. The responses from Meta AI and Claude were more comprehensive but slightly longer, while Gemini and ChatGPT were more concise but missed some details or addressed different scenarios.

For hoteliers looking to improve their approach to responding to guest reviews, it’s crucial to understand the impact these responses can have on future bookings. As explored in the article “Guest Reviews: The Hidden Force Behind Bookings” (https://blog.zarnik.com/marketing/guest-reviews-the-hidden-force/), guest reviews significantly influence decision-making in the digital hospitality landscape. The article delves into how online feedback has become a critical factor in hotel selection and why savvy hoteliers prioritize their online reputation to drive business growth.

We recommend reading this insightful piece to gain a deeper understanding of the importance of managing guest reviews effectively. It provides valuable context for why using AI tools to assist in crafting responses can be a game-changer for hotels aiming to enhance their online presence and attract more bookings.

Crafting the Perfect AI Prompt for Review Responses

To get the most out of AI assistance, crafting the right prompt is crucial. Here’s an example:

Prompt:

Generate a response to the following guest review for [Hotel Name]. The response should be professional, empathetic, and address all points raised by the guest. Include a specific detail from the review, apologize for any issues mentioned, explain steps to improve, and invite the guest back. The response should be 3-4 sentences long and in the voice of [Your Name], [Your Position].

The Importance of Human Touch

While AI can draft excellent responses, the human touch remains crucial:

• Review and personalize each AI-generated response
• Add hotel-specific details that AI might not know
• Inject genuine empathy and warmth into the response
• Make sure the tone aligns perfectly with your brand voice

AI is a powerful tool, but it shouldn’t replace human interaction. Use it to enhance efficiency, not to automate empathy.

Vijayalakshmi PV, ex-hotelier from Novotel

Addressing the Details: How Small Oversights Impact Reviews

It’s crucial to recognize that even minor details can significantly influence a guest’s experience and subsequent review.

A guest might have had a comfortable stay, but if they find the bathroom lacking essential supplies, it can taint their entire perception.

Azhar Umar, CEO/CTO at Zarnik

This underscores the importance of partnering with reliable suppliers like Zarnik to ensure consistent quality in every aspect of the guest experience. By paying attention to these details, hotels can preemptively address potential negative feedback and encourage positive reviews.

Using AI to Analyze Review Trends

Beyond drafting responses, AI can help analyze review trends:

• Identify recurring issues mentioned in reviews
• Track sentiment changes over time
• Highlight areas of excellence to maintain and promote
• Suggest actionable improvements based on guest feedback

Best Practices When Using AI for Review Responses

When leveraging AI tools for responding to guest reviews:

• Use AI as a draft generator, not a final copy writer
• Always review and edit AI-generated content for accuracy and tone
• Inject personal details that only you would know about the guest’s stay
• Ensure the response aligns with your brand voice and hotel policies
• Use AI to identify patterns in reviews, but rely on human insight for interpretation
• Combine AI efficiency with human empathy for the most effective responses

Conclusion

Responding to guest reviews in the AI era offers exciting possibilities for hoteliers to enhance their online reputation efficiently. By combining AI’s analytical power and draft-writing capabilities with human empathy and attention to detail, hotels can create a robust review response strategy. Remember, every interaction, from the quality of your toiletries to the thoughtfulness of your review responses, contributes to your guests’ overall experience and your hotel’s online presence.

How are you leveraging technology in responding to guest reviews? Share your experiences in the comments below. For more insights on enhancing guest experiences and managing your hotel’s reputation, explore Zarnik’s range of premium hotel supplies and solutions.

We’d love to hear your thoughts! Have you experienced AI-generated responses to your hotel reviews? How do you think AI is changing the hospitality industry? Share your experiences and opinions in the comments below.

About the Author

Azhar Umar is the CEO/CTO of Zarnik, India’s pioneering B2B e-commerce marketplace for hotel supplies. An MBA graduate from IIM Kozhikode, Azhar combines his hospitality industry expertise with a passion for technology. As a self-taught full-stack developer and AI enthusiast, he leads Zarnik’s technology and business initiatives. Azhar’s innovative approach and insights into digital transformation have established him as a thought leader in the hospitality tech space. Through his writing, he shares valuable perspectives on how emerging technologies are shaping the future of the hospitality industry.