Online review sites like TripAdvisor have been around for over a decade now. Unquestionably they have forced hoteliers to seriously focus on customer comments. Remember the days when paper comment cards were reviewed in the privacy of the GM’s office with action taken as s/he deemed necessary? Those were the days!

Today there is nowhere to hide. Transparency rules.

Every hotel is totally exposed through online review sites making every comment important.

The good news is that actions hoteliers are taking to provide an excellent guest experience can lead to even more good news. Good news that can spread beyond the management team circle, beyond the staff and even potential guests who will read them.

Imagine our elation when the following TripAdvisor Review Report arrived yesterday. Four of our client resorts received five reviews in one day and all said the same thing – outstanding – 5 Stars! Everyone wants to work with and be associated with a winner. That applies not only to your marketing team, but also for all your travel partners including travel agents and tour operators.


Three of the above resorts currently maintain the coveted (and very rare) overall TripAdvisor rating of 5.0 with the fourth possessing a 4.5 and rising fast in overall ranking in its destination.

So, what does management of all four properties have in common?  One thing is their unswerving commitment to hospitality excellence to ensure each guest receives the best possible vacation experience.

They take online reviews seriously and respond as necessary to every one. This may include a written management response, a personal note or call to the guest, prescribing additional training, a change in operations or whatever is needed to continually improve the guest experience. It’s a never-ending endeavor but in the end these luxury resorts reap what they sow.

Their vigilance and commitment pays off in delivering hospitality excellence where everyone is a winner…except, of course the competition.

What do you think?

AUTHOR: Madigan Pratt

Madigan Pratt is President of MP&A Digital & Advertising, an award-winning agency helping luxury hotels attract and retain profitable customers. Principals with over 60 years of collective experience at some of the world's largest advertising and direct marketing companies lead the agency's team of marketing, creative, public relations, Internet and social media professionals.

  • Shermain Jeremy

    I’m an advocate for social customer care. I think quality control of one’s brand is imperative, but can only be achieved with buy-in from all stakeholders. The destination experience should extend beyond the hotel and should begin as soon as you board your flight and there in lies the challenge. How do you get everyone to play their part?

    March 31, 2015
  • I think that Trip Adviser is a crucial website to look at before booking a holiday as you get a true idea what the hotel and it’s services is really like rather than what the hotel wants you to see and know, so you don’t end up at a hotel that’s nothing like you imagined!

    April 30, 2015
  • I think that trip advisor is a great app/website and because it’s so broadly used, it’s highly trusted. I think it’s very important what the customers have to say so it’s fantastic that there is somewhere reviews can be posted for future guests to hotels and B&B’s.

    May 13, 2015

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