I think this could be music to hoteliers ears, if it gathers ground! I don’t think anyone minds a review as long as it is fair and truthful. You work long and hard to ensure the best possible experience for your guest and when false reviews are posted it can often have detrimental effects on your business.

The mantle has been taken up by Bob Cotton, Chief Exec from the British Hospitality Association.

Mr. Cotton said hotels across Europe were seeking to persuade the EU Commission to overhaul the rules governing website reviews to ensure that they have been posted by genuine guests and not by rivals or people simply out to cause mischief.
Read full article at the Independent

So while the fight continues to seek out authenticity of reviews, what you do in the meantime?

We need to leverage all the positive feedback from guest we can and your guest loves what you do.

A couple of questions to consider might be;

1. Do you make it as easy as possible for your guest to give you that compliment or review online?

2. Where do all the positive comments from your comment cards end up? Do you leverage these in your Digital Marketing Strategy?

3. Put yourself in the shoes of the guest, under constant time pressure with short attention spans and wanting fast intuitive processes in their online world. Does your feedback system cater for that person?

4. Did you ever consider, your guest who’s had an amazing experience with you who may never have written a review on sites like Tripadvisor? Consider this, they may not know how to?

Make it as easy as possible for your Guests/Fans/Followers to give you the big thumbs up.