Using TripAdvisor

There has been some coverage recently in the news of the accuracy or otherwise of the travel ratings site TripAdvisor, much of it started by aggrieved hoteliers concerned that they had been given unfairly negative reviews.  http://www.bbc.co.uk/news/magazine-11419183 is a useful discussion on the effect of  TripAdvisor on the market for hotel accommodation as a whole.  I’m interested that one of the commenters on the site suggested ignoring the outlyers where people had put up either very favourable of very critical reviews – I’d be almost more inclined to look at the outliers and ignore the ones in the middle.

The Higher Education Academy’s subject centre for business is planning to hold its conference in Bournemouth in spring 2011.  The hotel to be used for the conference has a fair number of TripAdvisor reviews  and I’m very pleased to see that the hotel’s general manager has taken the trouble to respond to many of them – especially those which had very specific criticisms.  While it’s not certain that I’ll attend this conference, I have done each year for the last few years, and if I do go to Bournemouth in the spring I’ll report back on whether this sort of feedback and transparency is proving useful.

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One Response to “Using TripAdvisor”

  1. Erlend Hovgaard Says:

    Interesting post! I agree, it’s perhaps more important to look at the outliers. However, of course many bad reviews should be interpreted individually and in context. I’ve even seen negative reviews because of bad weather, how is the hotel suppose to fix that? Also, I wonder how common it is for employees/owners of hotels to submit “false” reviews.

    This general manager has obviously got it, but I think very many firms haven’t understood social media yet. It is suppose be a two way communication in real time (hence the social), because it is about relationship building and sharing – the people, not technology or necessarily the product, should be the centre. Also, to do this a firm needs to provide value via their tweets/blogs etc, either useful niche information and insights or special offers etc, to keep people interested and loyal over time.

    Erlend

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