The Development of Responses to Social Media Reviews in the Lodging Industry

Abstract

This case study presents information about User-Generated Content (UGC) on social media sites, like TripAdvisor®. This case study aims to familiarize students with social media websites and demonstrate how management should respond to reviews posted by consumers. Examples of positive and negative management responses are provided to help identify appropriate responses. The analysis of management responses will provide students with an opportunity to become familiar with these websites and how they can structure a professional response so they are better prepared to enter the work force with knowledge of UGC.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Appendix 1: Management Response Format

What is an example of a good management response?

The customer feedback is as follows:

REVIEW

The most disappointing of 30 hotels/motels/apartments we stayed in over 9 weeks in Australia and New Zealand.

It could/should be so much better, but non-existent soundproofing and uninterested staff made our stay a nightmare. Though we had welcome support in our final day from one staff member (Steve) it could not make up for two almost sleepless nights brought about by noise from neighboring rooms with young children. When we invited one staff member to come and listen to the children cavorting next room, his shrug of shoulders and comment that it is an old building so there is not much soundproofing gives an idea of the level of service. Yet it is a beautiful building with good facilities and a prime location. Maybe a set of earplugs would make for an enjoyable stay.

The response along with the significance of each paragraph of the response is tabulated as follows:

Text

What it means

Dear Guest

Thank you for taking the time to provide feedback regarding our hotel. I am certainly disappointed that your stay was not all that it could have been.

The reply starts by thanking the reviewer, then apologizes for the less than perfect experience.

I would like to apologize on behalf of the hotel and its team for your stay. Our standard procedure in this event would be to offer an upgraded room to you on a different floor as we do try to always allocate all our families with children together on the lower floors of the hotel as this is where our interconnecting rooms are located. The interaction with our staff member with regards to your comments about the noise is certainly not typical and I will be sure to raise your experience with our entire service team as a training exercise. I am pleased that your contact with Steve was memorable and I will be sure to thank him personally for this.

It addresses the reviewer’s specific points. Next, the reply addresses the staff complaint, making sure that potential guests know that he is acting on feedback. He then reinforces the positive note around the good service provided by one staff member.

You may also be interested to learn that just this week we have started a full refurbishment of our guest rooms, as well as our lobby, bar and restaurant. Included in this refurbishment is brand new guest room carpet and a much thicker underlay which we believe will soften any noise coming into your room via any doorways. I would take pleasure in welcoming you back after our refurbishment is completed in February so that you could experience the hotel as it was meant to be. Please feel free to contact myself directly via the below details if you are travelling to Brisbane again so that I may personally take care of you and your next stay.

He takes the opportunity to mention upgrades which will help resolve the room noise issue and enhance the communal areas.

Once again please do accept my apologies and I do hope that the remainder of your trip to Australia and New Zealand was most enjoyable.

He finishes with an apology and good wishes. The tone throughout is polite, professional and respectful

The bottom of the image reads “A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey.”

An image shows a negative customer feedback and a standard response for that feedback.

Example provided with permission from TripAdvisor®

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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