Hotel & Motel Management - November 3, 2008 - (Page 29)

www.HotelMotel.com/digital_edition HotelMotel.com | H&MM November 3, 2008 Special Report AN INDUSTRY CONNECTED 29 Travel websites usher in new era of guest reviews By Jennifer Kovacs SENIOR EDITOR he age of the customer comment card has passed. Today, hotel guests have the endless expanse of the Internet on which to write their rants and raves about properties around the world. The playing field has been leveled for everyone, from the ubiquitous brand giants to the smallest independents, as they each battle the same monster: online customer reviews and their effects. Every minute of any given day, reviews are posted to travel forums, thirdparty bookSEE RELATED COLUMN: ing sites, Meet the blogs and sotraveler of the next cial networkgeneration ing hotspots. Page 16 They detail the ups and downs of stays and can range from flowery to ruthless. And there is a good chance they’ll be read. According to TravelClick, a provider of hotel e-marketing solutions, potential hotel guests will visit three to four websites before booking a room. A survey conducted in March of 2,559 adults, co-authored by T Ypartnership and PhoCusWright, shows that nearly four in 10 people reported being influenced by personal comments read on social networking or travel advisory sites, while one-third of those surveyed has posted a travel review online. As a result, many hoteliers not only have recognized the fast-growing trend, but have put protocols in place to monitor what’s being said online and do something about it. Pay attention “It’s surprising what people will actually write,” said Jami Timmons, director of product management-market intelligence at TravelClick. And whether the comments are about a personal memory or criticism of a specific front-desk clerk, those posts, in most cases, aren’t going anywhere. “It’s not like in the day of com- ment cards when you get to choose whether you acknowledge what’s been said,” Timmons said. TravelClick works with companies to enhance their Web presence and has 50,000 clients under its market intelligence platform. See Reviews | page 55 BE A PART OF THE CONVERSATION Join Hotel & Motel Management editors and TripAdvisor executives for a live, online discussion touching on what hoteliers need to know about working with the online reviews giant. For more information about the webinar, taking place the ﬁrst week in December, text “806F732” to 64842, or e-mail jkovacs@ questex.com. CIRCLE NO. 123 FX got bolder. FX HD features critically acclaimed original series like Nip/Tuck, Rescue Me, Sons of Anarchy and Damages. And the biggest box ofﬁce hit movies like Batman Begins, X3: The Last Stand, and The Devil Wears Prada. High quality. Critically acclaimed. High Deﬁnition. To add FX HD to your line-up visit foxcable.com. http://www.HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.foxcable.com http://www.foxcable.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - November 3, 2008

Hotel & Motel Management - November 3, 2008 Contents The Rate Debate Accor Defines Motel 6 Prototype Rollout Holiday Inn Eyes Upscale, Timeshare Perspective Economy Sets Tone at The Lodging Conference Mellow Vibe Meets Bold Design at HD Boutique Expo IH/M&RS to Focus on Going Green Legally Speaking Sales Clinic On Finance Travel Trends Cornell Insights Franchise Law HotelWorld Update Trends & Stats Energy Star Update Energy Star Update An Industry Connected People on The Move Annual GM Survey Point-of-Sale Systems IH/M&RS Product Preview Outdoor Lighting Refrigeration Marketplace Ad/Editorial Index Classifieds Checking Out

Hotel & Motel Management - November 3, 2008

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