Hotel Industry Blog

Wednesday, May 21, 2008

Responding to Tripadvisor reviews of your hotel

Aleks Grzegorzak in Bookassist's Dublin office asks: "Have you checked reviews of your hotel at Tripadvisor website yet? "

Whether you like it or not, your previous guests like to share their opinion with friends, and the same applies to the Internet where social media websites allow them to share their experiences publicly with others. The only difference is that this time your guest shares his or her opinion with millions of people all over the world. The most popular website with reviews on hotels and vacations is

The good news, however, is that this website allows hoteliers to respond to reviews.

There are already over 15 million reviews at Tripadvisor. Over 20,000 people visit the website daily for advice on hotels and vacation. Reviews online are a very important part of your web presence and it is up to the hotel’s general/sales/reservations managers to either monitor reviews and take appropriate action to control their image online or ignore them and allow themselves to be condemned for the image being created by somebody else.

Think: If somebody insults you in front of others, don’t you respond appropriately? If somebody compliments you, don’t you say thank you? The same rules apply to online reviews so take responsibility and act today. And remember to respond to both negative and positive reviews. It can be a great way of customer relationship management, too! You can do this in a few very easy steps.

1. Go to and write a name of your hotel in the search box provided:

2. It can yield more than one result, so find your hotel on the list and click on the link ‘Reviews of Your Hotel’ (highlighted in blue):

3. The link brings you to your hotel’s profile with reviews below:

4. Below the reviews there is a green frame for hotel’s owner with a link to the owner’s page (highlighted in blue):

5. The link brings you to the next screen with further links. Click on the ‘Respond to a review’:

6. The next page has a few drop-down lists where you can choose options of your choice:

7. Respond!

And remember you can set a Google Alert for your hotel page also so you can be informed when any new review is added.

Aleks Grzegorzak, BookassistAleks Grzegorzak is Internet Support Coordinator in Bookassist's Dublin office

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At August 27, 2008 at 2:27 AM , Blogger kchris said...

As a Hotel owner, I find that Trip Advisor publishes anything regardless of validity or truth. If you try to confront them, they hide behind the "proprietary nature of their information" garbage, and will not confront or repond to any requests for more information on a particular review. We have had several malicious reviews, which according to their "posting guidelines" should have never been published. When confronted about it, their standard response is "we will investigate and make a determination as to the validity of the review". Of course, nothing ever happens, and in the meantime, they are playing with my livelyhood. They will also randomely delete good reviews. It seems that they want to focus more on the bad than the good. This forces me as an owner, to periodically check their site, which results in more hits and more money for them. I have asked them for proof as to whether a reviewer has even stayed at our hotel, but they refuse to respond. Probably because they have no proof. As an owner, you are at their mercy. No one should be allowed to have that much power, and play with peoples livelyhoods.

At October 17, 2008 at 7:23 AM , Blogger Sid said...

The whole tripadvisor thing is against good hard working Hotel owners, we have all had the guest from hell staying at our hotels and unfortubately they seem to be the tripadvisor users that threaten you with Tripadvisor if you do not give them what they want which is normally an unreasonable request that will annoy your other guests, I googled bad guest register and found a register for these type of "guests"...I suppose it s small way of fighting back.

At December 29, 2008 at 2:35 AM , Blogger Larry said...

Tripadvisor is a service of no value, in fact it is harmful. I own an inn. We try to do the best job possible to serve our customers. Occasionally we will have a customer with demands that are unreasonable, excessive and downright rude. Usually, that is a ploy to extract a discount or not pay altogether for services rendered. We have had these people write tripadvisor complaining, lying, and ruining our reputation. Tripadvisor does nothing to verify any claims. We have never had any call from them regarding a negative review. Better Business Bureau does that, but tripadvisor appears to be above such lowly activity as verification. If enough owners put their resources together, tripadvisor's activity could be legally challenged. They would certainly deserve to be completely destroyed and pay penalties to those that have been wrongly accused.

At May 4, 2009 at 11:04 PM , Blogger John Beckley said...

Thanks Aleks for a constructive blog post. You covered just what I was looking for. I think Hoteliers can’t approach Trip Advisor and other rating sites or even other Social Media Sites with their head in the sand. They need to catch up and get involved in the conversation, respond to positive and negative reviews but most importantly embrace the change in the market place, not site on the side line and bleat.

At November 18, 2009 at 10:00 AM , Blogger Sid said...

I totally agree with Larry, my hotel has a 90%+ good tripadvisor review record unfortunately this does me no good really as the lovely public then use this to try to get discounts or whatever they want by threateneing to leave me bad feedback, Tripadvisor will allow any review about a hotel and I recently read this about another hotel "I would not let my dog stay there" but when I recently sent in a management response stating that "we have rules on the back of each door of every room and and also in the room welcme pack" Tripadvisor refused the response because the guest had not mentioned that we had this information available?.
Larry, lets get together, Tripadvisor really d have double standards.


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