“The number of reviews determines your popularity ranking, but the number of recent reviews is the really important part,” he said. “You are only as good as your last review. … You have to earn your wings every day,” Gutman added. Address the good, bad and ugly The panelists agreed that staff, preferably the GM, should respond to negative reviews on TripAdvisor. But words without action are meaningless. “For a lot of people when they talk about a review response, they mean the words that you’re putting online. … What we say there is very important, but it’s not nearly as important as what we do,” Gutman said. Hoteliers should follow up, address the issue and do their best to make sure it doesn’t happen again, panelists said. Get the full story at Hotel News Now