The threat of a bad TripAdvisor review
Oct 13, 2016
The threat of a bad online review on TripAdvisor, Expedia or other consumer-advisory sites has become an increasingly common form of guest leverage, lodging executives say.
“Even a single negative review can cause someone to choose a different hotel or restaurant, so the threat of a bad review is real,” said Sarah Tanford, an associate professor at the William F Harrah College of Hotel Administration at the University of Nevada, Las Vegas.
Her research has found that negative online reviews can outweigh other decision-making factors for prospective guests, including price, when they are selecting where to stay or eat.
People in the hospitality industry know that the power to soothe the aggrieved guest is more important than ever in the era of “crowdsourced negativity”.
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