Are you tired of “everything was great, but…” reviews?

• 11.11.2025.
• News, Marketing, User experience

You have already read it many times in reviews: “Everything was great, but…” At first it looks like a positive review, but in reality it shows that something is not right. Maybe just a small thing, but enough for the guest to never return again – and to tell others the same.

If you work in the yacht charter industry, you have surely come across reviews such as “Everything was great, but… the skipper was not communicative.” “The boat was beautiful, but… the air conditioning did not work.” “The staff was friendly, but… we waited too long at check-in.”

If the guest says everything was great, then it must have been great. At first glance reviews may sound positive. But they are not actually positive… Along the way they also leave a poor impression on those who read them. And those are your potential guests. And those potential guests, like most people, look for the “but” and read between the lines.
Even those seemingly positive reviews that may have 5 stars but contain criticism actually lower your average rating in the eyes of others, discourage new inquiries and leave a bad impression on future guests.

These kinds of reviews should no longer be ignored.

 

What does that “but…” actually mean and why is it dangerous for you

When a guest writes: “Everything was great, but…”, this is not a compliment. It is a message that you were close, but not close enough. Such reviews mean that the guest fully intended to be satisfied, but something spoiled the impression.
And that “something” is usually a small detail that could have been easily fixed or prevented.

The worst part is that a guest with a “but” review will not argue or ask anything from you, but will simply choose another yacht charter the next time.
They will tell their friends: “It was good, but…” and that is where any chance of a recommendation ends.

But any business, including yacht charter, relies on trust and reputation. Some reviews do not look bad until you examine them closely, but they slowly and quietly damage the image of your company.

These reviews most often:

• Lower the average rating. A four looks good, but a five is a five.
• Discourage uncertain guests. When someone is researching offers, any doubt can be decisive.
• Create an impression of inconsistent quality. The guest wonders whether they will encounter “that” problem from the review.
• Show that something has been overlooked. Even small things matter, you do not want to leave the impression that you do not care.

Modern guests look not only at the rating, but also at the tone of the comments. If every second review has a “but”, it is clear that some things need to be improved.

 

The most common reasons for “but…” in reviews

No one asks for perfection, but guests remember exactly those small things you think are not important. And those are the things that decide whether the review will be a clean five stars or end up as “Everything was great, but…”.

In most cases, behind such comments is a small detail that was not resolved on time, and it spoiled the guest’s entire experience.

The most common reasons behind “but” comments:

• Poor communication before arrival. If the guest waits for a reply for days, or has to look for basic information alone, trust is lost from the start. The speed and tone of communication are sometimes more important than the message itself.
• Confusing check-in or check-out. Guests are already tired from traveling. If they receive unclear instructions, if no one welcomes them properly or they feel lost, they will remember it. And mention it in the review.
• Cleanliness and technical condition of the boat. One stain, a smell in the cabin or a small malfunction is enough for the guest to conclude that details are not being taken care of. They do not know whether you had 10 or 110 check-ins that day, they only care about their boat.
• Unrealistic expectations. If the photos show luxury and high-end equipment and accessories, but in reality everything is average or something is missing, disappointment is guaranteed. The guest does not distinguish marketing from truth, because what they see is what they expect.
• Staff attitude. Even the best boat will look worse to a guest if it is handed over by someone who is uninterested. Guests notice that immediately.

None of this is a big issue on its own, but together they create the feeling that something is not right. And the guest will express that feeling with… We believe you know already.
If such comments repeat, it means the problem is not random, but systemic. It means that the oversights and errors are not isolated, but rooted in your way of working or business organisation.

And those “but” reviews are your best indicator that you need to start listening to what your guests are telling you and fix what bothers them repeatedly, until that “but” disappears from every future review.

 

Every contact with a guest is a chance to improve the impression

The entire experience for the guest does not begin when they step onto your vessel, but much earlier, already with the first inquiry. And it does not end with check-out, but the moment they decide whether they will recommend you or not.

Everything in between (emails, phone calls, welcome, staff attitude, communication during the sailing) contributes to the final rating. And the review is a summary of all of that.

That is why every contact should be seen as a chance to leave a good impression – not to “buy” a five-star review, but to show the guest someone’s genuine effort.
Here is what you can improve:

• Replies to inquiries.
  Reply quickly, but not with a template. Let the answer be clear and tailored to that person, at least address them by name. Guests immediately notice when you send a copy-paste response.
• Offers.
  Instead of sending a PDF without any explanation, write a short message. Explain why you suggest that particular boat, suggest the best routes. Show that you read what the guest is looking for.
• Check-in.
  Welcome the guest properly. Not in a hurry, not while looking at the clock. A good check-in implies a feeling of welcome and safety. Explain the basics clearly, without the “you already know this” attitude.
• Technical support.
  If something does not work, who will answer the guest’s call? If the guest has to call three numbers and wait for hours, you will not avoid a “but” review. You need to have a person on duty who knows your fleet and can give a solution.
• Return to the base.
  Do not just take the keys and say “goodbye”. Ask the guests how it was for them. Thank them for choosing your yacht charter. Ask what impression they are taking with them and, if they were satisfied, ask whether they are willing to leave a review. 

When guests feel that someone truly paid attention to them, that feeling stays. That impression stays.

 

You set expectations, and it starts before the guest makes a booking

People often arrive at your base with a pre-formed opinion.
They have an image in their head, one they did not necessarily come up with themselves, but rather based on what they saw on your website, Instagram profile, or in the offer you sent them.

And that is where the problem begins.
If what they saw does not match what they receive, they will be disappointed, even if the boat they booked is completely fine.
Your guests are not comparing you to the competition here, but to what you yourself have shown them.

That is why it is important to communicate as realistically and closely to the actual experience as possible. There is no need to exaggerate, just be honest and clear.

What you can do better:

• Photos – Do not use retouched images that do not reflect the true condition of the boat. It is better to show the cabin with real lighting and layout than a styled but unrealistic photo.
• Descriptions – Instead of the usual phrases like “premium comfort” or “unforgettable experience,” write specifically what the guest can expect. Does the boat have air conditioning? What is the mattress like? How much space is really in the cockpit?
• Reviews – Do not hide comments where guests mention things that you have since fixed. Such reviews actually show that you listen and respond. That is more important than five stars.
• Social media – Post content that shows real moments from the boat and the base. People like to see how things really look. Let the posts not be just advertisements but useful, informative, and simple. For example: what does the parking in front of the base look like, where is the nearest store, what to bring for the kids.

When the guest knows what to expect, they will be better prepared and more satisfied. If expectations match reality (or fall slightly below it, so they are pleasantly surprised), you can expect a really good review.
You will no longer have to read “everything was great, but…” because that “but” will no longer be there.

 

Your employees are the face of your company. But do they know that?

The guest does not care who owns the company, who manages the base, or who is responsible for communication. They care about who welcomed them, how key information was explained, whether they had someone to ask a question, and whether someone said “thank you for coming.”

That is why your employees, everyone in contact with guests, are the most important link in the chain.
If someone was unfriendly or uninterested, the guest will not write: “Person X was unprofessional.” They will write: “At yacht charter X, they were not friendly.” And that will apply to your entire yacht charter.

If your people do not know how important they are in that process, if no one has told them that they are the ones shaping the impression of the entire company, they will hardly realize it on their own.
That is why you must prepare and involve them.

What exactly does that mean:

• Training – People will not and cannot do something no one asks of them. Introduce short training sessions on how to communicate with guests. It does not have to be formal, it is enough to sit down once a month and go over what went well and what could be improved.
• Empathy – Explain to your employees that the guest does not know how tired they are, how many boats they handed over, or which direction the wind is blowing from that day. The guest only sees them, and if someone appears cold or angry, the guest will remember that.
• Feedback – When a good review arrives that mentions your employee, show it to them. Share the praise and thank them. If the guest mentions something negative, do not attack, but talk. You need to know how to listen to your employees, not call them out.
• Clear expectations – Write out exactly what you expect from everyone who works with guests. Do not assume that everything “goes without saying.” A polite tone, a clean shirt, a quick response – these are things that need to be clearly stated and, if needed, repeated.

When the staff acts like the company is their own, guests notice. But if it looks like they are just there to get through their shift, that is noticed even faster. And all of that will be reflected in the reviews.

 

How to encourage authentic 5★ reviews

You will not receive a good review just because the boat was clean and the skipper professional. Most guests do not even remember to leave a review unless they are reminded.
That is why you should not beg for a review, but instead create conditions in which the guest wants to write one.

If a guest in your yacht charter feels respected, seen, and appreciated, they will take five minutes to write something positive.

Here is what you can do to increase the number of quality reviews:

• Communication at check-out – When the guest returns the boat, try not to rush. Genuinely ask how their experience was. Thank them for choosing your yacht charter. Show that you care about their opinions and impressions.
• Follow-up message – Send a short email or message a day or two after the guest's departure. Let it not be a generic text, but a message with their name and a review link.
  Example: “Dear Mr. Marko, thank you for sailing with us last week. We hope you had a great time. If you have a minute, please leave us your feedback here.”
• Make the process easier – If the guest needs to go through five steps to leave a review, they probably will not write it. Provide a direct link, without the need to search where to click.
• Engage employees – If the communication with the guest was good, that same employee can say something like: “Your feedback really helps us, so if it’s not a problem, feel free to leave a short review.”
  Without asking for five stars, without pressure, just a reminder. People appreciate respectful communication.
• Reward the effort – If a guest leaves a review, thank them, but not in a generic way – make it personal. You can also offer a small gesture, like a discount on the next booking.

When you have honest and specific reviews, you can clearly see how your guests perceive you, because you see what you are doing well and where you can still grow.
A pile of five-star reviews is not the goal in itself, but the result of the relationship you build with guests.

 

It’s time for reviews without “but”

If you have reviews that say “but,” it means there is a problem that no one noticed. Or someone did notice, but did nothing.

Guests see it. And they write about it. Not because they want to cause harm, but because they want to share what bothered them.
Read your reviews. Acknowledge what is written. And take action.

Here is what you can do specifically:

• Review the patterns – Read the last 10–20 reviews. Do not just look at the score, but what is mentioned. Is it often about communication? Check-in? The crew? These are the areas where you can act immediately.
• Do not dismiss “minor” comments – If several guests say the boat was good, but the air conditioning did not work, it might be a communication issue. Maybe they did not know how to turn it on. Maybe no one checked if everything was working.
• Create an internal list of comments - Keep notes on every guest who noticed something, good or bad. After 5–10 guests, you should have a clear picture of your biggest problems.
• Give the team feedback on reviews - If a guest praises a skipper or someone from the base, let them know. People try harder when they know their effort is being noticed.
• Prepare a short message for departure - When the guest leaves the base, everyone should use the same short message, such as: “If you need anything, just let us know, we’re here for you.”

A good reputation is not built on pretty pictures or occasional five-star reviews. It is built on consistency, a human approach, and a willingness to accept the real situation, even when it is uncomfortable.

In the end, the question is very simple…
Will you read next time:
“Everything was great.”
...or again:
“Everything was great, but…”?

That does not depend on the guest. It depends on how you run your business, how you communicate, and how much you care about the impression you leave.
Every review is just the result of your daily work, nothing more and nothing less.

If you feel like your reviews do not reflect the real quality of your service, you are not alone.
That is exactly why at charter.hr we help yacht charter companies better present what they are already doing well and fix what bothers guests, even when it is not visible from the inside.

Do you need a realistic assessment of your online image?
Would you like clear suggestions on how to improve communication, presentation, and feedback?

Get in touch with us. We work with yacht charter companies who want to hear just one thing: “Everything was great.” Full stop.

 

• Share:

---