Online reviews are everywhere in today’s world; Facebook, Google, Bing, Expedia, for example, and ask any hotel executive about social media and the name Tripadviser will inevitably come up. Today, consumer review sites are rapidly evolving into totally interactive, social marketing platforms and hotel and travel companies are seeking to protect their brands and reputations as well as building a more intimate relationship with existing and new clientele. Many hoteliers actually admit to being ‘addicted’ to these customer review websites and most hotels have a reputation management plan in place, or a review specific strategy, but are hoteliers paying these websites too much attention? Continue reading
