“Control is a difficult thing to maintain but it’s an even more difficult thing to let go of for brands,” said Taylor Rains, Charleston-based luxury brand consultant. “Traditionally, luxury hotels maintained equity in their brands by tightly controlling the channels of communication,” he said. “The nature of communication has changed, though, and it’s necessary for these hotels to adapt to meet consumer expectations. “People do their due diligence before travel, be it in the luxury market or not. Part of that research means that they will come across reviews. While showcasing them may run the risk of coming across as self-promotional, it is important for these brands to support the review process.” Get the full story at Luxury Daily