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Reputation on the line: Web reviews can trip up hotels.

Publication: San Diego Business Journal
Publication Date: 23-FEB-09
Format: Online
Delivery: Immediate Online Access

Article Excerpt
[ILLUSTRATION OMITTED]

There's a new buzz term in the hospitality industry: "reputation management."

Put simply, the phrase refers to customer relations, or how hotel and restaurant operators to what guests say about them, and in today's Web 2.0 world, everyone's a critic.

"Big customer is watching you," said Dave Gerdes, regional director of sales and marketing for Estancia La Jolla Hotel & Spa.

According to Rubicon Consulting, word-of-mouth advertising is still king when it comes to information sources that influence purchasing decisions. Yet recent studies show that online reviews are in second place.

Furthermore, online reviews are, well, easier to manage.

Sound like manipulation?

Not really.

Gerdes said that he's aware that some meeting planners--his hotel caters to the...

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