Guesthouse reputation repair in 58 days
After a series of negative reviews related to road renovation, we implemented an active feedback collection system. The rating on portals increased from 3.8 to 4.6.
Willa pod Świerkami is a family business located near the Road to Olcza. Due to a sudden road renovation and noise under the windows, the guesthouse began to lose guests and collect terrible reviews online. We helped them regain face and fill rooms in the peak of the season.
The challenge
In March 2024, excavators appeared right in front of the entrance to the guesthouse. The municipality started replacing pipes, which meant noise from 7:00 AM and clouds of dust. Owners didn't warn guests about this, hoping it would somehow be okay. The effect was deplorable: 42 angry people left negative reviews on Google and Booking.com in less than three weeks.
The average rating of the facility dropped from a solid 4.4 to 3.8. Reservations for July and August slowed down by 34% relative to the previous year. Owners were losing about 8,750 PLN in revenue per week. People in comments wrote about 'a construction site instead of rest' and 'lack of respect'. The situation looked hopeless right before summer.
Our approach
We went into action on May 12, 2024. We started with what we always do – we verify facts. We carefully analyzed 156 reviews from the last two years to find the strong points that still work. Our two-person team spent three days in the guesthouse talking to current guests and staff. No sugarcoating, we told the owners: the problem is not the renovation, but the lack of honest communication.
We see the whole picture, so we didn't just focus on removing comments. We bet on radical honesty. We decided that we must change the way the guesthouse talks to people before they even reach Zakopane. We prepared a repair plan that was meant to bring effects in less than two months.
The solution
We introduced an automatic SMS and email notification system. Every customer 48 hours before arrival received a message with a map of the current detour and information about machine working hours. We added a small bonus to this: a free basket of local cheeses and earplugs in every room as compensation for the inconvenience.
We trained the reception on difficult conversations. Instead of avoiding the topic, employees themselves asked guests upon check-out if the noise had bothered them much. If the guest was satisfied despite the renovation, the staff asked for a new review. We also launched a 'Renovation prices' campaign, which attracted people looking for savings, aware of the difficulties. Thanks to this, we filled 92% of free slots.
Results
In just 58 days, the situation turned 180 degrees. Thanks to honest communication, new guests mostly gave 5/5 ratings, which allowed the average to rise to 4.6.
Timeline
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May 2024Review audit and interviews with guests on site.
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June 2024Implementation of SMS system and training of reception staff.
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July 2024Analysis of rating increase and stabilization of booking numbers.
"Tatra Business Insight showed us that truth pays off. SMS messages to guests saved our season, and ratings are now better than before the road renovation."