Michelle Wohl is the VP of Marketing at Revinate. Based in San Francisco, Michelle has worked in technology marketing since graduating from Cornell University.

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Are Brits Less Engaged Or More Realistic on TripAdvisor

Hot on the heels of the 2011 US Accommodation survey results, yesterday TripAdvisor announced the results for our neighbors across the pond. If you read my post about the US survey, you’ll remember that my chin hit the table when I saw that 99% of hoteliers in the US plan to respond to reviews this year. So what are hoteliers planning in the UK?

According to the TripAdvisor press release, UK accommodation owners this year are planning to engage their audiences on TripAdvisor in the following ways:

- Over half of respondents (56%) plan to respond to both positive and negative reviews
- 20% plan to respond to negative reviews only
- 23% do not plan to respond to reviews at all

What are your thoughts? Are Brits more realistic or less engaged?


3 Responses to “Are Brits Less Engaged Or More Realistic on TripAdvisor”

  1. David Wood

    Well its more realistic but from my own studies still too high. Most of those independent hoteliers I have spoken to treat TA like a tooth ache – they hope it will cure itself. They are putting off the day they need to go to the dentist.
    David Wood
    theHospitality.biz
    http://hospitalitybusinesscoach.weebly.com

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  2. Nehc

    All this rhetoric about Trip Advisor’s phohosiply and what hoteliers need to do on this site is quite hypocritical.The facts are:*Trip Advisor does not allow uncensored hotel responses (especially those that question the validity of the review or reviewer)*Trip Advisor has admitted to posting MANY fake reviews*Trip Advisor is sending out numerous emails to its users suggesting destinations, flights, hotels (isn’t this called spamming?)*Trip Advisor is owned by Expedia and has a vested interest in businesses that have contracts links with Expedia (would a business who is getting poor reviews generate any clicks throughs to Expedia, resulting in bookings on Expedia?)*Trip Advisor has removed valid positive reviews for businesses who have actively challenged TA *Reviews are posted immediately, but business’ replies take weeks (if at all) to just be addessed by TA*Businesses who have a paid listing are not identified on the site (as a paid contributor)*Trip Advisor uses unverified reviews to make a rating system which is therefore flawed*Trip Advisor uses the flawed rating system to create “Lists” which they then promote to the public (who has no idea how they are created)*Trip Advisor does not verify or validate users, and promotes “anonymity” which fosters misuse abuse of the internet. (when they start posting real names, I will post mine)*Trip Advisor allowed a fake business listing (Shrute Farm B B;) and allowed 600+ fake reviews*Trip Advisor has changed its logo slogan so it no longer uses the world “REAL” because the contrary has been proven.*Hotels will only respond to a review if it is a bonified guest who authored it and not a competitor or disgruntled employee. *Many “leech” businesses have been created that hire reviewers and pay them per review.Just the fact that you are writing about your interview with Trip Advisor, proves the point that Trip Advisor is desperate to make themselves appear to be a positive marketing tool that they are marketing to the hospitality industry. I, for one, am not buying it!TA’s marketing plan has ultimately been to become an online booking agent and all methods, employed up to this point, are to that end. So let’s stop the charade!

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  3. Nidal

    Useful article and inetersting response from TALove them or hate them, online reviews do get read and will influence us I know I always ready the reviews before booking anywhere. Sadly statistically people are more likely to be prompted to post a review if they’ve a bad experience than when they’ve had a good one. Hoteliers need to do as much as possible to redress this balance and encourage guests to post reviews, so they get the good ones as well as (hopefully only occasional) bad ones, which of course can be made easier if they’ve display their confidence with a link to TripAdvisor. The way a hotel responds to comments is key. Showing they appreciate the feedback (good or bad) by responding quickly to the feedback they receive. A quick thank you in acknowledgement might be all that’s needed for a positive review or feedback.Negative feedback that they feel is unjustified can be frustrating, and it’s easy to get defensive but the way in which it’s handled this will reflect on the professionalism and reputation of the hotel. As Craig and Shellie say it’s an opportunity to turn a negative into a positive, and in the same way one would deal with any complaints, hoteliers need listen to what their guest is saying and show some empathy with the customer’s point of view. The least they can do is apologise (even if you’re just apologising that they feel that way) and demonstrate what changes they’ve made if appropriate. Even if they don’t agree with feedback they need to find out what has led to their perception, so you can get to the root of the problem.

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