December 19, 2012

Marriott on decision to exclude guest reviews on website

While the majority of the hospitality industry is including guest reviews on their websites, Marriott is one of a few hotel firms that have decided not to follow the trend. reasoning that one negative out of 20 positives can potentially affect the perception of the customer.

Marriott International is one of a shrinking number of major chains that do not list consumer reviews on its brand websites.

While representatives from La Quinta Inns & Suites, Wyndham Hotel Group and Best Western International chose to include reviews to keep consumers from seeking such feedback on sites such as TripAdvisor - which they consider a competitor - Marriott has chosen to go in a different direction, attempting to avoid the potential for a negative review that could dissuade a potential guest.

The two consultants predicted that in the near future hoteliers will trust social media and user-generated feedback enough that will rely on it to replace legacy guest satisfaction programs.

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