Don’t Shoot the Messenger: Why Hotels Must Embrace Online Reputation
Albert BarraAugust 13, 2018 · 1 min read
Ideas, knowledge and community for a better future in Hospitality.
BYAlbert BarraHospitality · Strategy · Leadership · Marketing
A hotel group’s legal action against TripAdvisor has reignited the debate over the credibility of online reviews. Rather than fighting the channel, hoteliers should focus on guest satisfaction, online reputation management and optimising their presence to drive more bookings and revenue.
It has been a few days now since we read the news about a group of hotels preparing to sue TripAdvisor over the damage caused by customer reviews, arguing that they are not truthful.
To be honest, alarm bells rang when I read the article. Firstly, because some hoteliers acknowledged that, in order to prove the lack of truthfulness of the reviews, they had themselves generated fake reviews.
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