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!