www.calodging.com November + December 2024 9 COVER STORY TURNING NEGATIVE GUEST FEEDBACK INTO POSITIVE OUTCOMES Handling guest complaints isn’t just about resolving problems—that’s just the beginning. Doing it right gives your staff a chance to turn a frown into a smile and a negative experience into a positive one. Hotels that effectively manage complaints can reinforce their values and win over guests, transforming a potentially difficult situation into an opportunity to build loyalty. At the Magic Castle Hotel in Los Angeles, Chief Operating Officer Darren Ross embraces the philosophy of “majoring on a minor.” This means addressing even small issues with care, making a big deal out of resolving minor problems. Take, for example, the common issue of a room not being ready upon a guest’s arrival. Once the room is ready, offering a small gesture—like delivering a complimentary bottle of champagne and a handwritten note of apology—can leave a lasting impression on the guest. It doesn’t matter if it was 10 minutes or an hour, at Magic Castle Hotel you’re going to be serviced with that same care, reaffirmed Ross. It’s not just about fixing the problem; it’s about showing the guest that their comfort and experience are top priorities. In rarer cases, a guest may arrive and feel the property wasn’t up to their expectations. “What we do is yet another opportunity to show them who we are as a company,” said Ross. Rather than trying to convince them to stay, Ross offers to cancel the reservation without penalty and even arranges a room at a nearby hotel. “We don’t want people staying here who don’t like the hotel. It’s not good for business,” he said. “Short term, maybe we’ll lose a little bit of revenue. But long term, we’re taking their motivation away of writing negative reviews if we just take care of the problem and make it super easy for them.” This level of service not only diffuses potential confrontation but can turn a disappointed guest into someone who feels valued and respected. Often, they change their mind and decide to stay. Tone and words also play a critical role in how complaints are managed. “Whether it’s a good experience or bad experience for them, it’s in your control how it’s handled,” said Ross. When a guest feels that they are being heard and that their concerns matter, they are more likely to leave with a positive impression, even if the initial issue was unresolved. “Most people just want to be heard. The most important thing we can give them is a sense of validation,” said Doug Kennedy, President of Kennedy Training Network. “We need to train our staff to be prepared that there’s always going to be difficult guests.” Workers may internalize negative experiences and start expecting every guest to be difficult, he explained, reaffirming the importance of teaching “power of release over negativity.” “You go to work every day seeking to flip the vibe on your guests,” he said, “and you meet nicer, kinder, more warm personalities.” When handling guest complaints, prioritize the guest experience over short-term gains, and equip staff with coping mechanisms and support to navigate conflict. A waived fee or an extra effort to accommodate guest needs can pay off in the long run, reducing the likelihood of negative reviews and encouraging return visits.
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