A 2011 TripAdvisor survey revealed 99% of hotels plan to respond to customer reviews on the various review channels available today. But Daniel Edward Craig, former GM of the Opus Hotel Vancouver and now an independent hotel consultant, doesn’t buy it.

“Last year, only 7% of hotels responded to negative reviews,” he said. Craig encourages hoteliers to ramp up their monitoring and responses—especially to negative reviews—and has developed a strategy to help them do so.

Craig said responding to reviews shows travelers hoteliers are listening to what they have to say and that hoteliers are willing to make improvements based on guest feedback.

“It’s time-consuming, especially if you get a lot of reviews,” Craig said Thursday during a webinar titled “Improving your Hotel's Online Reputation—Best Practices in Responding to Online Reviews.”

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