Has your hotel ever received negative online reviews?

Don't fret. You are not alone.

With almost 3 billion social media users worldwide, there has been a drastic change in the way people choose to communicate, research and spend, with platforms such as Facebook, Twitter, Trip Advisor and Instagram making it quick and easy for guests to comment about virtually every aspect of their hotel experiences.

And such feedback holds tremendous sway. Millennials, in particular, are greatly influenced by online reviews. According to a consumer review survey from Bright Local, nearly 97% will read reviews before selecting a brand or business, and 86% acknowledge that their buying decisions are influenced by negative online reviews.

Which makes it an imperative for hoteliers to manage social media commentary. Fortunately, there is a tried-and-true process to address the issue. And it's important to maintain perspective when criticism comes your way. No matter how hard you may try, in today's world, negative reviews are inevitable. From a lumpy pillow to a disappointing dinner, it is common for guests to share their story, tag brands on social media, naming and shaming and even sharing photographic evidence.