Firstly, do not equate this post with ‘how to manage Trip Advisor reviews – there are reams already out there on this, and its part of, but anything but the whole story
We will focus on online reputation management, and try to give you some interesting pointers as to how independent hotels can score over their branded counterparts in this area. For brand, read ‘hard brand’ or major hotel brand, or what we call ‘rational brand’. Many independents may be ‘soft branded’ – i.e. branded by emotional factors.