Every hospitality owner wants five-star reviews.
Or at least, I thought we did.
Then one couple completely changed my perspective.
They arrived at CasaJOMO, settled into their room, and after breakfast the next morning, we got to chatting.
I asked them how they found us and they smiled and said,"Can we tell you why we booked?"
Of course.
I was expecting them to mention the breakfast.
The gardens.
The photographs.
Our location in Santa Teresa.
Instead they said something I'll never forget.
"We almost didn't book because your reviews looked fake."
I laughed.
They didn't.
They were completely serious.
They explained that when they first found CasaJOMO, there were hundreds of glowing reviews.
Everything sounded almost too good.
Beautiful breakfasts.
Peaceful gardens.
Wonderful hosts.
Amazing views.
Family atmosphere.
It all sounded... suspiciously perfect.
Then they kept reading.
Eventually they found four negative reviews.
And that's when they decided to book.
I looked at them, completely confused."
The bad reviews convinced you?"
"Exactly."
They explained that the negative reviews made everything else believable.
Nobody pleases everyone.
No business is perfect.
Those four reviews proved the hundreds of positive ones weren't manufactured.
Then something even more interesting happened.
They said the complaints actually helped them understand who CasaJOMO was for.
One guest wanted an elevator.
Another expected something closer to Copacabana.
Someone else was disappointed by things that simply reflected our style of hospitality.
Reading those reviews, the couple realized something."That's not us."
They weren't looking for an elevator.
They wanted peace.
They weren't looking for a chain hotel.
They wanted something personal.
The very reviews that discouraged some guests reassured them.
That conversation stayed with me.
During my interview with Sarah Riley, we talked about attracting the right guests rather than trying to attract everyone.
At the time, it sounded like a branding principle.
This couple turned it into something tangible.
They showed me that negative reviews don't automatically damage trust.
Sometimes they build it.
Not because people enjoy criticism.
Because criticism makes excellence believable.
Of course, not every negative review teaches the same lesson.
Some reveal genuine problems that need fixing.
Others simply reveal a mismatch between what a guest wanted and what your business intentionally offers.
Learning the difference is one of the most valuable skills a hospitality owner can develop.
When the couple checked out, they handed me a smile.
Then they left us not one......but two five-star reviews.
I couldn't resist laughing.
I looked at Josh and said,"Josh... you didn't help me!"
Now we were back to looking suspiciously perfect again.
We all laughed.
But the conversation stayed with me.
Today I no longer fear the occasional review that says,"This wasn't for me."
Sometimes that's exactly what future guests need to read.
Because the goal of hospitality isn't convincing everyone to stay.
It's helping the right people recognize they've already found exactly what they were looking for.