WHAT HOTELIERS CAN LEARN FROM ATTACK OF THE TRIPADVISORS

“The British hospitality industry is under attack. Businesses are being assaulted by ever-more nit-picking and abusive reviews. It’s bad for their livelihoods and their sanity.”
So reads the intro blurb to last night’s “Attack of the Trip Advisors” on Channel 4.
But what can hoteliers actually learn from stories featured in the programme?
Old Forge B&B, Norfolk
First up was the Old Forge B&B in Norfolk. We saw the owners in their full Fawlty Towers eccentricity (complete with straight-legged German marching and Spanish waiter) picking over their reviews in obvious distress.
But the reality of their situation is very different: 39 reviews on TripAdvisor with an average score of 4.5 out of 5, with 28 excellent reviews and only 4 terrible or poor reviews – not a bad return at all.
Rather than bemoaning the website these hoteliers should be deciding how to make the most of their excellent scores to bring more business in.
Mark and Stuart and the Eltemere Inn
Hotelier Mark agreed to be reviewed by Stuart during the latter’s stay. This was set up as a clash of personalities, with posh Mark declaring before sweary Stuart’s arrival that if he was driving a Jag they were likely to get on, but if he rolled up in a battered Corsa they wouldn’t. Guess which of the two Stuart drives.
Both looked up for a fight and sure enough the two clashed – with reviewer Stuart criticising Mark’s taste in art and decoration. But – and this was a point made by another reviewer later in the show – it’s impossible to please everyone, so stop trying.
Mark clearly wasn’t aiming his hotel at the market Stuart represents, and with 50 excellent reviews out of 88 and an overall average score of 4 out of 5, he has many fans who loved their experience.
What can property owners takes away from last night’s show?
• Promote the positives: TripAdvisor features good reviews as well as bad. Take note of the criticisms and address them if they’re fair, but promote the positives too.
• Know your market: Don’t assume all reviewers are the same as you. People have different, tastes, standards and expectations. Know your market and focus on making sure your product is right for them.
• Ignore the oddballs: There are plenty of nutters out there – ignore them. Their reviews will be eccentric and they’ll be seen for what they are.
• Accept TripAdvisor is important: There’s a reason why 26 businesses are reviewed every minute on TripAdvisor – it’s because people want to share their comments and read the reviews of other. It’s a good thing so embrace it.

About the author
Daniel Johnson (www.danieljohnsonpr.com) is a public relations consultant for the travel industry. He was previously responsible for the TripAdvisor review policy for siblu villages, which has more than 1,000 reviews for holiday parks in France.