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The Navigator: What hotels will resort to for a good review

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By Christopher Elliott
Sunday, March 7, 2010

Oh, the things hotels will do for a good review.

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It's not enough to ask guests for a write-up on a popular site such as TripAdvisor or Yelp after they've checked out. Lately, some innkeepers have been pressuring their guests to say positive things online -- in extreme cases, even before they've checked in.

Take what happened to Pam Stucky when she recently made a reservation at a small hotel in Scotland. Before she arrived, the owner sent her an e-mail soliciting a recommendation on TripAdvisor, even though she'd never been to the hotel.

"Two or four guests staying together can send two to four independent reviews," the innkeeper wrote. "Different pseudonyms should be used."

Stucky, a Seattle-based writer, was uncomfortable with the come-on.

"He hounded me to give him a positive review," she said. When she arrived, the owner told her he was trying to get TripAdvisor to remove some of the less flattering write-ups about his property, while persuading guests -- and future guests -- to say nice things about his business. She says the hotel was "fine," although her quarters were somewhat cramped.

At a time when properties from the largest chain hotel to a two-room bed-and-breakfast are engaging in a practice known as reputation management, the latest tools of the trade are you, their guests. Marc Karasu, the president of MeasuredUp.com, a reputation management company, says that hotels see the importance of encouraging happy customers to post their experiences online to enhance the hotels' reputations and draw bookings. "But it's easy to cross the line," he added.

Where is the line? It depends on whom you ask. TripAdvisor, the largest and arguably most credible of the online review sites, takes a dim view of resorts that try to spin their own ratings. The site's policy, which has been in effect since 2006, is clear:

"Property owners are welcome to encourage their guests to submit user reviews upon their return home, but they are not allowed to offer incentives, discounts, upgrades, or special treatment on current or future stays in exchange for reviews." In other words, the reviews have to be legitimate and not motivated by any special offers.

"Whenever a traveler reports that they've been offered an incentive, we follow up with the property and, where appropriate, impose penalties," said April Robb, a TripAdvisor spokeswoman. Those can include dropping a property on the site's popularity index, excluding it from its Travelers' Choice awards or posting a warning next to a listing that its reviews are "suspicious."

Chris Brusznicki, the president of GamedayHousing.com, a sports vacation rental Web site, says that online reviews are so important to his business that he personally calls guests to ask them for a review on Yelp and Facebook. "Reviews are a huge differentiator for properties and help future guests become more comfortable with a rental decision," he said.

But hotels that are on the up-and-up are reluctant to tell guests what to write online. Bill Chamberlain, who runs the Blue Heron Inn in Darien, Ga., says he takes a hands-off approach to the ratings. "We have never asked a guest to leave a positive review," he said. "We simply ask them to post a review on either TripAdvisor or Bedandbreakfast.com in a thank-you note that is e-mailed to every guest a day or two after departure." Although the property's TripAdvisor reviews are mostly positive, one guest complained about lax housekeeping and security.


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