Market research by BDRC (www.bdrc.co.uk) has now shown what we all believed – that business travellers are referrring to sites such as TripAdvisor before booking hotels. Their research showed that 28% referred to such sites and of those, 41% changed hotel choice after reading reviews. This is all great if you consistently get fab reviews, but what if youdon’t?  What if the poor reviews are from before you owned or managed the hotel? What is the reviewers have never actually stayed with you? How do we as marketers get to grips with this ever-growing monster, that is out of our control?

Other posts of interest:

1. Where are you in the social-media charts?
2. Beware the hashtags ##
3. Social Media must be part of your marketing strategy