Partner Article

Trip Advisor phenomenon: does it affect your business?

I have a confession to make. I’m hotelier and a practising TripAdvisor user. Love it or loathe it, you can’t deny the incredible rise and rise of the TripAdvisor phenomenon, now officially the world’s no. number 1 travel site with a reported monthly average unique visit rate of well in excess 50m during 2012 and already with over 32m logged in Facebook users worldwide.

Some hotels have had a tough time over it and sadly others have been forced – occasionally deservedly - to the brink of extinction, or worse, by adverse reviews. In the past Duncan Bannatyne has even considered suing the publisher of a “despicable and cowardly” review of one of his hotels and the Good Hotel Guide has accused TripAdvisor of being “brazen and shameless” in printing malicious reviews without checking their authenticity.

Of course, there has been plenty of well-publicised backlash from either businesses posting fake reviews or of customers hiding behind anonymity to post unreasonable rants and it’s not just an urban myth that some experienced complainers will ask outright for a refund against a threat of a negative posting (I think you’ll find that’s called extortion sir!).

An industry colleague of mine, who does rather well with his TA ratings, was forced to deal with an extensive and detailed ‘review’ from a Lord and Lady Whatstheirname, banging on about everything that was wrong with their stay, including the décor and seeking a full refund via the media of a TripAdvisor posting. To his eternal credit his response included the rather classic line, “We have checked and you are not a member of the aristocracy. I can only assume that you booked under this
title to ensure an upgrade to a suite, or that there is an element of fantasy involved,” amongst other gems within the response.

Personally, I think the power of social media is here to stay and is rapidly overtaking the traditional forms of travel media. At Rockliffe, we’re fortunate that we do reasonably well with our listings and most submissions are helpful and well-meant. But on behalf of hoteliers everywhere, if I have one request to the serial complainers, it’s please tell us your problems at the time and give us a fighting chance of putting them right before you leave rather than after the event when its often too late.

Anyway back to that New York hotel I’m trying to find….

This was posted in Bdaily's Members' News section by Rockliffe Hall .