When Marketing Can’t Save a Bad Hotel (and What to Do About It)
One of my favorite—and sharpest—writers, Ashley Ambirge, once said: “All the marketing in the world doesn’t matter if the website is crap.”
She’s right.
In hospitality, first impressions carry enormous weight. Guests make snap judgments based on what they see online, long before they step through your door. A polished website signals professionalism, care, and credibility. But no matter how good your marketing looks, it can’t disguise a property that isn’t well maintained.
The Problem Isn’t Just the Website
A poor website doesn’t always mean a poor hotel, but the reverse is often true: if you neglect your property, no amount of design or advertising can cover it up.
I’ve seen it firsthand. One property I reviewed had a TripAdvisor profile full of brutal reviews — complaints about dirty rooms, mildew, garbage odors, even staff misconduct. The kind of feedback that makes you cringe. Despite occasional management replies, the worst reviews went unanswered.
By the time I visited, the reputation damage was deep. You could fix the operations, clean the rooms, retrain the staff — but the digital footprint of neglect was already there for the world to see.
When Reviews Tell the Truth You’ve Been Avoiding
Most owners don’t ignore problems out of malice. They get busy, desensitized, or overwhelmed. But ignoring feedback is the fastest way to lose control of your brand story.
If your property’s reviews are trending negative, you’ve already hit a tipping point. The longer issues go unaddressed, the harder it becomes to reverse public perception — especially when those reviews live permanently on platforms like TripAdvisor and Google.
Reputation Recovery: Where to Start
- Own Your Listings
Claim your property on TripAdvisor for Business. This ensures you receive notifications for every new review and can respond promptly. - Respond Professionally
Even when reviews are harsh, respond with honesty and empathy. A sincere apology and clear plan for improvement go a long way. Never ignore the worst reviews — they’re the ones potential guests read most closely. - Fix the Experience, Not the Optics
Update your SOPs, inspect rooms daily, and empower staff to resolve guest concerns on the spot. If deeper issues exist, bring in external support to identify root causes. - Rebuild Trust Through Transparency
Share visible updates — “New housekeeping standards introduced,” or “Renovations completed in June 2025.” Guests appreciate seeing progress. - Refresh Your Brand Presence
Once operations improve, invest in rewriting your website copy, updating photos, and highlighting what’s changed. Rebranding isn’t about hiding the past — it’s about showing growth.
Marketing Only Works When Operations Do
Your website, advertising, and social media can amplify a good experience — but they can’t repair a broken one.
A professional design without operational integrity is like a five-star façade with a one-star stay behind it.
That’s why reputation management and marketing must work hand-in-hand. At Four Sides Hospitality Consulting, we help hotels align both sides of the equation: elevating guest experience while rebuilding trust through honest, data-driven communication.
Better marketing starts with better hospitality. Explore our services or contact us to discuss how to rebuild guest confidence and online reputation.