Whether hotels like it or not, they cannot ignore TripAdvisor. Not only do people today write reviews, they also read reviews in the course of planning a trip. Not all happy guests will write a review but it is increasingly recognised that people are more likely to write a positive review than a negative one. That is more than enough reason to take the satisfaction of guests seriously. One hospitality brand that is doing this is the New York-based Library Hotel Collection. Over the last three years it has made the top seven hotels in New York on TripAdvisor, and is always in the top 10. In addition, its Casablanca Hotel has been #1 for over three years. The group’s efforts have paid off because having a high ranking on TripAdvisor in a key market like New York generates tremendous demand for the hotel. Why? Because the ranking is a reflection of the perceived value of the experience you offer, says Adele Gutman, vice president sales, marketing and revenue at Library Hotel Collection. “People will pay a premium to select a hotel with a high ranking because it gives them confidence that they will have the experience they are hoping for,” she says. Get the full story at EyeForTravel