Every hotelier knows that getting a guest complaint never feels good…but they’re not as much of a liability as you might think! Believe it or not, when handled well, complaints can be a catalyst for better service, more loyalty and a better hotel reputation in the long run.
And that’s great news, because reviews play a major role in the decision-making process for potential guests. Original research from Accor found that 97% of people use them when booking a stay! In this guide, we’ll show you how to turn complaints into opportunities, prevent common issues before they occur and use modern technology for seamless service recovery.
Here’s what we’ll cover:
A guest complaint is an expression of dissatisfaction with something about their stay, whether it be amenities, their room or anything else about their experience. And while a bad review is never welcomed, a single negative rating isn't the only thing at stake; the impact from detractors is often far-reaching.
Complaints directly impact your reputation, guest retention and revenue (unless they receive a thoughtful response, that is!). That’s why addressing negative feedback is an important part of any hotel’s guest experience strategy. It not only shows you’re open to feedback, but can also completely turn around a guest’s opinion of their stay.
Every hotelier has faced a range of guest complaints. Sometimes these will be one-off issues that can be quickly fixed. However, other common hotel problems may highlight deeper service snafus that require more effort to address.
Being aware of the most common issues (and knowing how to handle them) gives you the insights you need to prevent them. Here are some of the complaints to be aware of and how you can address them for effective service recovery.
For hotels in bustling city centers or busy travel hubs, noise complaints often arise. Thin walls, nearby nightlife, inconsiderate neighbors — there are lots of factors at play. And worse? Many of these sounds are out of your control. But if a hotel manager checks out a noise complaint again and again, there are creative solutions to prevent them going forward:
Because they’re so common, knowing how to handle a noise complaint in your hotel goes a long way towards improving the guest experience.
Inaccurate reservations are another common trigger for guest dissatisfaction. If a guest books a room with a king bed and the hotel door swings open on a double, they’ll undoubtedly feel frustrated. That also applies to specifics like connecting rooms or views that they expected (or even paid extra for!).
If all goes well, you’ll have the inventory available to resolve the issue right away, and all will be forgiven. However, it doesn't hurt to throw in a drink voucher or other small token to apologize for the inconvenience. And to prevent this in the future, use integrated systems and communicate with guests before arrival to confirm key booking details.
Hotel room complaints vary, but usually relate to comfort (or a lack thereof). After all, a hotel room is more than just a place to sleep — it’s your guest's home away from home! Some of the most common guest room problems include:
Fortunately, most of these are quick fixes, either through a room switch or department service call. For a long-term fix, implement departmental checklists and standardize inspections to give guests the room they expect.
Amenities and facility issues are a major driver of guest dissatisfaction. These are often the characteristics that convince a guest to book your hotel over a competitor’s, so meeting expectations is key. Whether your pool isn't heated or gym equipment needs a repair, not delivering on the perks you advertise has to be proactively addressed.
The solve? Good communication. Use confirmation emails and guest messaging to communicate planned closures or sudden issues. For unexpected problems that arise in-stay, offer alternative perks (i.e., complimentary drinks) or equivalent services (such as a day pass at a nearby gym).
Poor Wi-Fi connectivity is a frequent frustration for guests traveling with devices. Both leisure and business travelers rely on a strong internet connection. When Wi-Fi is slow, spotty or needs constant reauthentication, it disrupts the guest experience.
Addressing this issue involves more than a quick router reset. In the short term, hotels can mitigate complaints by offering hotspots or dedicated bandwidth for VIPs. For a permanent fix, you may need to do a property-wide Wi-Fi audit and upgrade your infrastructure.
Few things sour a great stay like it ending with a billing dispute. Plus, clerical errors can erode guest trust and make them hesitant about future stays. Common issues typically involve:
To get ahead of these issues, make sure you're transparent about fees during the booking, check-in and checkout process. It's also helpful to implement a solution for digital authorizations that provide higher security and clear folios as part of checkout.
Poor guest service often stems from inefficiencies in processes and communication. Whether guests feel like they have to loiter in the lobby or receive a slow response to a maintenance request, these interactions create frustration and distrust. Even one dismissive interaction or unresolved issue can leave a lasting negative impression that sticks with guests long after their stay.
To get ahead of these problems, equip your teams with the right tools. Giving guests digital check-in options and access to mobile messaging lets them feel in control of their experience. And for staff, integrating these systems with your PMS means notes and conversations never slip through the cracks.
When guests express concern, they want to feel heard and have their issues addressed. When this doesn't happen? They'll often take their feedback online, warn others and often never return. To protect your reputation, revenue and staff morale, ignoring hotel complaints isn't an option. Here’s why:
One unresolved complaint can lead to a negative online review, and a single bad review can discourage countless potential guests. And, because negative reviews hurt your online presence more than a good review helps, even a few bad ratings can significantly impact how people perceive your property when they search for where to stay.
Guests who have a negative experience are unlikely to return, and even less likely to recommend your property. That means lost lifetime value and increased costs to get in front of new guests and generate new bookings. Worse, unresolved issues often result in refunds, discounts or chargebacks, which eat into your bottom line.
Your team is on the front line of guest interactions. When they don’t have the tools or authority to resolve complaints, frustration builds. Over time, this leads to burnout, higher turnover and inconsistent service. A culture that gives staff autonomy to solve problems boosts morale and improves the guest experience.
Responding to hotel complaints gives you a strategic advantage in the online review landscape. Thoughtful responses increase repeat bookings, give you a more established online presence and serve as a demonstration of accountability.
Responding well to guest complaints shows that their concerns matter. Even if something went wrong during the stay, a genuine response and quick solution turn a negative experience into a positive one. Guests are far more likely to return when they feel heard and valued. And, when they feel taken care of, they often become advocates and drive valuable word-of-mouth.
It’s essential to have a strong in-person method for responding to complaints, but online review management matters just as much. Hotels that engage with third-party reviews are more visible on platforms like Tripadvisor and Google. Frequent, thoughtful responses show activity and build credibility, which can increase visibility in search results.
So, how do you handle a guest complaint in your hotel? The HEARD method offers a clear framework. This is a method often used in hotel service recovery to make sure guests always leave the interaction feeling heard (no pun intended).
Give the guest your full attention. Let them explain the issue without interjecting to show respect. Body language (or affirming phrases, if it's digital) shows attentiveness and empathy. Avoid multitasking or making assumptions before they finish speaking.
When appropriate, repeat key points back to the guest to confirm understanding. For example: "So the thermostat in your room wasn’t working and the front desk didn’t respond when you called — is that right?"
Always be empathetic to demonstrate that you truly understand the guest's frustration. Use phrases that show you’re understanding, such as:
Avoid using canned responses or impersonal language. Reactions tailored to the specific situation build trust and help de-escalate tense moments.
Even if the issue wasn’t directly your fault, a heartfelt apology shows that you care. Avoid defensive language and instead focus on the guest's experience. Say something like, "I'm truly sorry your stay didn’t meet expectations. Let’s fix that."
A sincere apology paired with swift action shows that your hotel values every guest interaction, whether it be good or bad.
This step is your moment to turn things around. The solution should match the severity of the issue and make the guest feel better about the interaction as a whole. Options might include:
Empower your frontline staff with guidelines for compensation thresholds. This allows them to act quickly without escalating every issue to a manager.
Don’t stop at resolution. Investigate the cause of the issue to prevent it from recurring. For example, if noise complaints are common in a specific area, consider soundproofing measures or other improvements.
It's also important to make a point to follow up. Keep in touch with the guest to close the loop and make sure they're happy with the rest of their stay.
Handling complaints well in the moment is vital, but so is preventing issues from arising. Leveraging technology and good guest communication allows hotels to minimize potential problems.
Many complaints stem from misunderstandings. If guests expect a full breakfast buffet and wake up to a limited option, it's guaranteed to disappoint.
Get ahead of this by setting expectations on your sites, in confirmation emails and through pre-arrival messages. Clearly outline what is and isn’t included in the stay, and give advanced notice about renovations or other factors that may impact service.
A well-trained staff is a hotel’s strongest asset in preventing complaints. Include hotel service recovery training in onboarding so employees can identify signs of dissatisfaction and intervene.
This training can include role-play, hotel service recovery examples exercises and guidelines for common service challenges.
Slow or missing communication is often the root cause of frustration. Answering guest inquiries quickly through AI Webchat, an AI voice assistant and Guest Messaging can do wonders for your satisfaction scores.
When your guests can voice concerns or ask questions, communication issues are mitigated before they start.
Some complaints aren’t about service quality, but about the time it takes to get what's needed. For example, long check-in lines make stays frustrating from the beginning.
Implementing solutions that give guests autonomy (like Mobile Check-In and Self-Service Kiosk) gives guests autonomy to check in on their own terms without the wait.
Your guest management system holds powerful insights. It can flag returning guests, VIPs or special occasions like anniversaries.
Then you can use this data to add personal touches, like a welcome treat or assigning a preferred room. This way guests feel seen and there are fewer chances of complaints stemming from unmet expectations.
Every guest interaction offers insights that can drive long-term improvement (especially the challenging ones!). A consistent system to collect, analyze, and act on issues is key for managing guest feedback effectively.
Don’t rely solely on post-stay reviews for insights. Instead, create opportunities throughout the guest journey to receive feedback. In-stay pulse surveys sent out via a guest messaging solution let you address issues before they escalate. Feedback cards are also a valuable tool, as is having hotel staff chat with guests during their stay to ask how things are going.
Look beyond isolated complaints to identify recurring trends. Are multiple guests frustrated with slow elevators? Does one room consistently receive maintenance complaints? Analyzing this feedback helps you uncover root causes and address them proactively.
Want to learn how to handle a guest complaint in a way that turns frustration into loyalty? It starts with a blend of empathy, quick response times and the right tools. Today’s travelers expect immediate, thoughtful communication. That’s why leading hotels are investing in digital platforms that streamline complaint tracking, simplify guest messaging and give staff the power to resolve issues before they escalate.
Combining smart hospitality technology with a culture of responsiveness helps you protect your reputation, retain more guests and boost long-term revenue. With Canary’s end-to-end solutions, you can build a complaint-proof guest journey that keeps satisfaction high and stress levels low. Book a demo today to see how.
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