A new review arrives, and you cannot read it. It might be Spanish, French, Korean or Portuguese. The stars tell you roughly how it went, but not why.
This happens more than most owners expect, especially for hotels, restaurants, tour operators and any business near an airport, a university or a tourist area. Here is how to reply well, without guessing and without sounding like a machine.
Step 1: Understand the review properly
Before you write anything, find out exactly what the customer said.
- Run it through a translation tool to get the gist.
- Watch for idioms and slang. A phrase that translates as "it was a bit much" might be praise or a complaint depending on the language.
- Ask a fluent colleague or friend to read it if the review is negative or detailed. A misunderstanding in a reply to a complaint can make things worse.
- Check your records. The date, the booking name or the order can tell you what actually happened.
If the review is a short five-star rave, a machine translation is usually enough. If it is a long complaint, get a human to read it.
Step 2: Decide which language to reply in
There is no single rule, but there is a sensible default: reply in the reviewer's language, and add a short version in your main language underneath.
| Approach | When it works | Watch out for |
|---|---|---|
| Reviewer's language only | Your customers mostly share that language, or the review is short | Your other readers may not understand it |
| Your language only | You cannot get a reliable translation | The reviewer may feel ignored |
| Both, reviewer's language first | Most situations, especially complaints | Keep each version short so the reply does not become a wall of text |
Replying in both languages does two jobs. The reviewer feels heard in their own words, and the people reading your profile in your main language can see how you handled it. That second group matters: in the BrightLocal Local Consumer Review Survey 2026, 97% of consumers said they read reviews, and 89% said they expect businesses to respond.
Do not rely on readers translating for themselves. Some will, many will not.
Step 3: Write the reply in plain words first
Machine translation works best on simple, clear sentences. So write your reply in your own language first, and keep it plain:
- Short sentences.
- No idioms, puns or jokes.
- Names, dates and specifics spelled out.
- One idea per sentence.
"We dropped the ball on your check-in" may translate badly. "We are sorry your check-in took so long" will not.
Step 4: Translate, then check
Translate your reply, then check it before posting:
- Translate it back into your language with a different tool. If the meaning has shifted, simplify the original and try again.
- Check the level of formality. Many languages have a formal and an informal "you". For a business reply, the formal version is the safer choice unless the review itself is very casual.
- Get a fluent reader for anything sensitive, such as a complaint, a health or safety issue, or a refund.
- Check names and place names have not been translated by accident.
Example replies
These are written in English so you can adapt them. Translate them using the steps above, and put the reviewer's language first.
A positive review from a visitor
Thank you so much, Marco. We are very happy you enjoyed your stay and the breakfast on the terrace. We hope to welcome you back on your next trip.
(English: Thank you, Marco. We are glad you enjoyed your stay and our breakfast. We hope to see you again.)
A negative review about a misunderstanding
Thank you for your review, and I am sorry for the confusion about the price. The menu shows prices before tax, and we should have explained that clearly. I would like to make this right. Please email me, Sara, at the address on our website.
(English: Thank you, and I am sorry about the confusion over the price. We should have explained that menu prices are before tax. Please contact me, Sara, so I can help.)
When you cannot get a good translation
Thank you for your review. I am sorry we could not reply in your language. We would like to understand your experience better. Please contact me, Lee, at 555-0100 or by email, and we will find someone who can help.
What to avoid
- Do not paste raw machine output without checking it. An awkward or wrong reply is worse than a short, simple one.
- Do not correct the reviewer's grammar or comment on their language, even jokingly.
- Do not assume the customer is a tourist. Many people who write in another language are local regulars.
- Do not copy and paste the same translated reply onto every review. In the BrightLocal survey, 50% of consumers said templated replies put them off.
- Do not reply faster than you can check. Speed matters, and the same survey found 19% expect a same-day reply, but a reply that says the wrong thing is not worth the time saved. Our guide on how fast to reply to reviews has a realistic plan.
A small checklist for teams
If you get reviews in several languages regularly:
- Keep a list of staff who can read each language and are happy to help.
- Agree on a default: reviewer's language first, your main language second.
- Save a few checked phrases, such as greetings and sign-offs, in each language. Personalize the rest each time.
- Decide who signs replies, so the name in the reply is a real person customers can contact.
For more on keeping replies personal at scale, see our reply templates for every star rating. If a review in another language is a complaint, the steps in how to respond to a negative review still apply.
How Reputfy helps
Reputfy drafts a reply to each review with AI, and you approve it before anything is posted. That gives you a clear starting point, and you stay in control of the final words, which matters when a translation needs a human check. Review requests go to every customer the same way, with a record kept, and sealed reviews carry a SHA-256 fingerprint timestamped via OpenTimestamps. Anyone can check your Reputfy seal. See our plans.
