What Makes Travelers Angry, and How to Prevent It
By Josiah MacKenzie Vice President , ReviewPro | August 21, 2011
Have you ever wondered what causes a guest to leave a negative online review about one of your hotels? Are these people just trying to get revenge, or do they have another motivation?
For the hotel manager that works around the clock to make guests happy, a negative online review can be disappointing. What if you could anticipate exactly what causes negative online reviews, and how this affects your reputation? As an analyst for ReviewPro, I have access to one of the world's largest databases of online customer opinion, looking over 90 million pieces of guest feedback related to hotels. Common themes have emerged that provide insight into why someone leaves a negative review online.
A range of emotions lead to negative online reviews
In an article for Online Reputation Edge, Brett Borders identified eight emotions expressed in online reviews seem to reflect a range of personality types:
- Sadism – they just enjoy hurting others
- Revenge – "two wrongs make a right"
- Sabotage – attacking you to make their product look better
- Extortion – trying to collect compensation
- Compassion – preventing other customers from going through the same experience
- Chiming in – want to write about their own experience
- Confusion – they misunderstood what you offer
- Desperation – they could not get resolution elsewhere
Understanding these motivations is the first step in preventing negative online feedback. Once you know the emotions that trigger unfavorable reviews, it is possible to proactively address each scenario. The last motivation on the list – frustration because of desperation – is perhaps one of the most common.
"Double deviations" cause negative reviews