Satisfying every hospitality guest every time is almost impossible, so negative online reviews are inevitable. What they do offer is an opportunity to demonstrate to other readers a mix of openness, the ability to listen and improve.

55% of millennials consider it important to look at reviews when booking hotels, and a mix of negative and positive reviews signals authenticity to them. In other words, when everything is positive, people are suspicious.

This article outlines how to turn the negative into something positive in business, including listening, and if necessary acting on the issues if they come up regularly; responding, ideally offline but then online when the situation is resolved; focusing on the positive; and taking the long view.

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