Purpose

This manual provides hotel staff with the knowledge, skills, and procedures required to manage guest feedback and digital reputation effectively across all platforms.

Audience

Front Office, Guest Relations, Marketing, Housekeeping, and Management teams.

Learning Objectives

• Understand the importance of reputation in hospitality.
• Learn how to monitor and respond to guest reviews.
• Apply service recovery techniques.
• Use feedback to improve operations.

Module 1: Introduction to Reputation Management

This module explains what digital reputation is and how it impacts revenue, guest loyalty, and brand visibility.

Topics Covered

• Definition of digital reputation
• Impact on hotel performance
• Key platforms: Google, TripAdvisor, Booking.com, Expedia, Trustpilot

Activity

Compare two hotels with different review scores and discuss the impact on bookings.

Module 2: Pre-Stay Engagement

Staff learn how to set expectations and personalize the guest experience before arrival.

Best Practices

• Send pre-arrival emails with essential information.
• Review guest profiles and preferences.
• Flag VIP guests or special occasions.

Roleplay Exercise

Simulate a pre-arrival call with a VIP guest.

Module 3: In-Stay Feedback & Service Recovery

This module teaches staff how to detect issues early and resolve them before they become negative reviews.

Tools Used

• In-stay surveys
• PMS notes
• WhatsApp/SMS feedback channels

Service Recovery Steps

1. Acknowledge the issue
2. Apologize sincerely
3. Offer a solution
4. Follow up within 2 hours

Scenario Practice

Handle a Wi-Fi complaint from a business traveler.

Module 4: Post-Stay Follow-Up

Staff learn how to turn satisfied guests into promoters and manage detractors privately.

Key Actions

• Send post-stay surveys
• Segment guests based on feedback
• Invite promoters to leave reviews
• Escalate detractors to Guest Relations

Email Writing Task

Draft a thank-you email with a return offer.

Module 5: Review Monitoring & Response

Staff learn how to monitor platforms and respond professionally to reviews.

Monitoring Tools

• ReviewPro
• TrustYou
• Google Alerts

Response Guidelines

• Respond within 48 hours
• Personalize each reply
• Avoid defensive language
• Offer resolution

“Thank you for sharing your feedback. We sincerely apologize for the inconvenience you experienced during your stay. Your comments have been shared with our management team, and we are taking immediate steps to address this issue.”

Module 6: Data Analysis & Operational Improvement

Staff learn how to interpret feedback and use it to improve operations.

Key Metrics

• Review volume
• Average rating
• Sentiment score
• Keyword trends

Team discussion: Identify recurring complaints and propose solutions.

Module 7: Crisis Reputation Management

Staff learn how to handle high-risk situations that can escalate online.

Typical Crisis Scenarios

• Viral social media complaints
• Health or safety incidents
• Discrimination or harassment allegations
• Negative media coverage

Crisis Protocol

1. Acknowledge publicly
2. Move discussion offline
3. Investigate and document
4. Publish follow-up
5. Monitor platforms for 30 days

Assessment

• Quiz on reputation platforms
• Roleplay scenarios
• Group presentation: Reputation improvement plan

Certification

Staff who complete the training and pass the assessment will receive a certificate in Reputation Management Excellence.