Should Hotels respond to Online Reviews? (Part 1)

The article headed "Should Hotels respond to Online Reviews? (Part 1)" has been published on londonhotelsinsight.com website on the 10th December 2009.

This article points out the problem of the TripAdvisor comments for hoteliers. Indeed, it appears that a recent survey by TripAdvisor/Market Metrix found that "85% of hotels have no guidelines on how to handle negative guest reviews published online".

But this article is based on London hotels, which seems to deal pretty well with this new fact.

Indeed, it happens that some clients post most negative comments and even sometimes ask friends or family who do not even know the hotel to add some other negative comments. But it seems that TripAdvisor is understanding concerning these problems and if the hotel can prove foul play, comments can usually be removed.

But the question is should a hotel respond to these bad comments?
- the standard responses seem to be the worst ones, just writting their usual promoting speech
- some others thanks the client for tis comment and suggest things they could have indeed done.

The thing is if those comments are transmitted to concerned department's head who responds in person. Which is probably one of the most efficient response since it helps improving the services offered. So it is finally a top improving opportunity.

An example of the hotels who deals with those comments this way is the Lanesborough, one of the top London hotels. And this hotel do not just lives on its reputation; they are careful of the comments posted, respond to each of them and always are acknowledged, which most of the hotels -cheap or luxury ones- do not.

So we can think that since TripAdvisor does exist and is used a lot by clients, it is now part of the hospitality industry business and part of the game...
That is why hoteliers should try to take advantage of that, using it as an improving opportunity.