September 01, 2009

Best practices in handling online hotel reviews

Although the hospitality industry is still in the beginning stages of figuring out how to master the exciting potential of social media, it is clear that the role of user-generated reviews is exploding and that consumers are wielding more power.

By Jonathan Barsky and Cindi Frame

The pace of this change has certainly caught many hotels off guard. A recent survey conducted by Market Metrix and TripAdvisor found that 85% of hotels have no guidelines for monitoring, responding to or acting on guest reviews. Perhaps this lack of direction explains why, according to TripAdvisor, only 4% of negative reviews are responded to!