Responding is an opportunity to show that you’re listening and you care about guest feedback, to change perceptions and to reassure prospective guests. Prioritize reviews that call for an apology, a clarification or a show of gratitude. Thank the guest, apologize if something went wrong, and say how you’re following up. Integrate these steps into the daily operations and culture of your hotel, and you will increase guest satisfaction, earn better reviews and attract more travelers, thereby helping to ensure the long-term success for your hotel.