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A year ago, TripAdvisor ‘trolls’ posting fake reviews are reckoned to have cost one British restaurant owner £4,000 of lost weekend revenue.
A year ago, TripAdvisor ‘trolls’ posting fake reviews are reckoned to have cost one British restaurant owner £4,000 of lost weekend revenue. In a similar vein, a few months later, a businessman was accused of ‘blackmailing’ local restaurants by threatening to write bad reviews on it if he wasn’t offered a freebie.
Social media expert Stuart Thompson (pictured), who is European Director of the social display firm TINT, says these stories are not isolated incidents and suggests, here, how the hospitality industry could fight back. Customer reviews are carrying more influence than ever before. There is a growing feeling amongst hoteliers, publicans, restaurant owners and other patrons whose venues are criticised, that the industry is becoming a slave to TripAdvisor; at the mercy of a disgruntled customer and a dreaded ‘one star’ review. Of course, sometimes the reviews are justified. Other times though, the hospitality industry is paying too heavy a price for a customer with a chip on their shoulder and an axe to grind. It is time for these establishments to shed their ‘TripAdvisor complex’ and start seizing control back from the website, rather than nervously sitting back and fearing every word said about them in cyberspace. For every negative review on TripAdvisor, there are often seven or eight fantastic Instagram pictures, Facebook updates, Foursquare tips and tweets, that attest to the quality of service hotels and restaurants are providing. A customer can quickly praise a service or product across social channels and the next thing you know a few friends re-tweet, favourite or share the content, which then spreads the word. The main problem is venues are not doing a good enough of job of capturing that social buzz and turning it into something productive. You also can’t fight negative sentiment online, unless there’s a place for your biggest fans to engage with you.
Source: Backpacker Trade News
Flamin' Galah Sydney Tours and Airport Transfers rely heavily on Trip Advisor reviews, as the more reviews we get, the higher we rank on Trip Advisor. Its amazing not only how many people judge services on Trip Advisor but find them in the first place. Its almost like a second Google. Flamin' Galah are very proud of being ranked 5 stars on Trip Advisor.