Every repeated apology helps guests write the "ruined trip" story.
Over-apologizing for things outside your control doesn’t protect the guest experience. It damages it. Every repeated apology plants a seed. By the third “I’m so sorry,” guests who might have shrugged it off are building a story about a ruined trip. A story you helped write.
In This Episode
Why repeated apologies confirm disappointment instead of easing it
How unrealistic listing photos set your team up to fail at check-in
The framework that changed everything: Acknowledge, Pivot, Move Forward
When an apology is the right move, and when it’s corrosive
The one question that clarifies every gray zone situation
How to protect your team from carrying weight that was never theirs
What to say when you can’t fix it and you didn’t cause it
Why confident redirection actually reduces bad reviews
The Framework
Acknowledge without owning:
“That’s frustrating—I get it.”
Then pivot:
Restaurant closed? “Three great spots within ten minutes—want me to text you the list?”
Trail washed out? “The coastal path has better views this time of year anyway.”
Weather’s gray? “The spa’s empty if you want a slot.”
You’re not pretending the problem doesn’t exist. You’re just not apologizing like it’s your fault.
The Gray Zone Test
Ask yourself: Could I have prevented this?
If yes… that’s yours. Apologize.
If no… it’s not. Acknowledge, pivot, move forward.
Your Action Item
Pick one thing your team keeps apologizing for that isn’t in your control. Give them one sentence to say instead of “I’m so sorry.”
This isn’t a training program. It’s a two-minute conversation before the next check-in.
“Every repeated apology tells them: something is wrong here. Every calm redirect tells them: you’re in good hands. If you don’t decide what you own, someone else will decide for you.”
Thanks for listening.
—Kay
