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We had a 1 on TA, in a sea of 4 and 5 star marks. Some people can be empathised with, some are just odd and obviously never pleased, read their other reviews and then you won't feel so bad. I try to explain clearly our side of the points this often makes them guilty on reflection and they remove the comments. If it is genuine I have no problem taking it on the chin if it is mentioned before leaving, however have no sympathy for key board warriors who think they are Alex Polizzi.
I like the rainbow flag idea, even if just a hint towards being LGBT friendly. We are the same, we don't advertise as such and as we get a lot of straight mates travelling together worry if a room should have been twinned and don't like to ask as it may come over wrong.
We welcome all guests the same and try our best to be consistent with all. It is tricky to get round all guests and have the personal chat, though we have a just ask policy for any wants, needs, or information. Some guests book thinking they are coming to an hotel as we have 15 rooms and an indoor pool and get huffy when there is no room service. That said our reviews are more good than bad, and I would advise asking guests what you could do better and ask what they have liked the most, they will proffer bad feed back usually at this point and some guests we just don't ask, you know the ones.