By Daniel Edward Craig

In my last post, Social Media Ambush, I discussed the growing trend of travelers using social media to voice complaints, often without bringing them to the attention of staff. In this post I discuss two more ways travelers are using social media: requests for special treatment and threats to write a bad review.

For hotels social networks have performed disappointingly as a booking channel, but for hotel guests they’re proving to be a popular and efficient customer service channel. Showing up with increasing frequency on Facebook pages and Twitter feeds are comments like this: “Can’t wait to celebrate our anniversary at your hotel—hope you make it special!”

On one hand it’s fantastic when guests share their excitement in such a public manner. On the other hand if truffles and pink champagne aren’t waiting in an upgraded Princess Suite, what are the risks? What if the guest is a rampant, venomous blogger, a social media overlord who can bring the hotel to its knees with a few blistering words? 

Moreover, accommodating all such requests could get cumbersome and expensive. On any given Saturday night, for example, up to half or more of a hotel’s rooms might be occupied by guests celebrating a special occasion.

Is social media freeloading becoming a problem? I asked several hoteliers, and they responded with characteristic optimism and good cheer.

“I would prefer to know about a guest’s special occasion and delight them than fail to meet expectations and generate dissatisfaction,” says Ciarán Fahy, managing director of 230-room The Cavendish in London. The hotel’s Facebook page reveals a stream of guest requests and commentary. But Fahy says the volume is quite manageable, and the special treatment the hotel typically extends “has built massive loyalty and repeat business and supports positive reviews on websites too.”

At the 2,019-room Hyatt Regency Chicago, social media marketing manager Jennifer Kedinger says, We get requests for upgrades and rooms with good views. We have seen a huge increase in guest social support questions for directions [and] recommendations for restaurants and events.” She says the hotel tries to accommodate all requests, if they have the availability. “We appreciate our guests engaging us on social media regarding their stay.”

So special requests are an opportunity to engage guests and to build loyalty and advocacy. But what about a less subtle and potentially far more damaging form of social media manipulation: threatening to post a bad review?

It’s a powerful tool for guests who are being mistreated, and perhaps justifiable, but what if it’s the guest who is doing the mistreating? As an example, last month the owner of hotel in Cornwall, England reported to the DailyMail.co.uk that a couple had threatened to post a bad review if he didn’t waive the last-minute cancelation fee.

It’s becoming an all-too familiar scenario. What’s a hotelier to do? Hold your ground, and the consequences might be harmful to reputation and revenue. Give in, and not only do you encourage such behavior, you reward it. And you feel dirty all over no matter how hard you scrub yourself down.

Small properties are especially vulnerable because they receive fewer reviews. “Ninety-nine percent of our guests are genuine and sweet,” says Shellie, an innkeeper in Virginia. “One percent is rotten to the core.” And yet, she says, “The day in and day out stress of fighting someone like this is not worth it. Ever.”

Are hoteliers completely at the mercy of social media intimidators? Not necessarily. Here are a few suggestions for handling either scenario for the best possible outcome.

Requests for special treatment

·        Monitor social networks closely using alerts or a monitoring tool, and respond quickly to all requests.

·        Inquire about the nature of the occasion and share the excitement, but don’t make any promises. If a guest really wants that heart-shaped vibrating bed, he can cough up.

·        Flag the reservation and alert the front desk and applicable departments. Prioritize special treatment based on the occasion and availability.

·        A personal note and a list of activity suggestions can be as well received as an upgrade or welcome amenity.

·        Set aside a promo budget for socially active guests; you’ll likely enjoy far better results than from those static print ads. 

·        Sites like Klout and PeerIndex will help you gauge how influential people are on Twitter, but not how likely they will be to write a review.

·        Check back in with guests during or after their stay.


A threat to write a bad review

·        Take threats seriously, but don’t allow them to cloud your judgment. No employee should be held hostage to unreasonable demands and social strong-arming.

·        Like with any complaint, remain calm and be unfalteringly professional. Offer options, and do everything within reason to find a resolution.

·        A social media policy and guidelines will help staff know where they stand, the options they have, and that upper management will support their decisions.

·        Record all details for future reference.

·        Few guests will follow through once calmer heads prevail. If they do, post a response to respectfully set the record straight. If claims are false and damaging, dispute the review with the host site.

·        The worst-case scenario? A bad review. It hurts, but it’s hoteliers, not travelers, who fret over the occasional negative review. Learn from the situation, take comfort in having done your best, support the team and move on.

Social media gives voice to all types, from the dutiful to the unscrupulous, but overall the system works. We can’t allow the folly of a few to ruin the many benefits of the wisdom of crowds.

See previous article, Social Media Ambush.

7 Thoughts on “Social Media Coercion: How far should hotels go to please and appease?”

  • It is a tough time when you need to bow down to a customer who expects upgrades and extras just because "they" want them. I can see where you might want to do these things for free and if you are a big property you probably can afford it. As a small property we can't. I can only hope we don't get requests like this often. As far a bad reviews goes; you have to stick to your judgements if you are being blackmailed. Reviews are being used so much more now days for decision making that you have to do something. I believe writing a response would be the way to go so future guests know you are working to fix the problem.

  • Hi Daniel.
     
    That guest raises concerns is nothing new or unique that came with Socia Media. The only difference is they have become more visible now. It's not like TripAdvisor popped up yesterday. Surveys, LRAs, Secret Shoppers and concerned consumer advocates has been around for a while.
    The challenge is how should Hotels approach these new opportunities? (Notice that I use opportunity..)
    Yes with Social Media there will be consumers that will threat Hotels with bad reviews to get an upgrade, discount, free night or a refund. Let me add in here that we have also seen Hotels that 'paid' for good reviews. 
    I totally agree that sites like Klout that measure Social Media influence indicates in no way that profile is more or less likely to provide a positive review.
    Some of the strategies I support and recommend for Hotels is to partner with champion advocates with a strong network. And we see some Hotels that is starting to understand this principle.  It is more likely to get positive reviews through Social Networks from a consumer that has been referred by a champion advocate. And in the case where the consumer has a concern the champion advocate will help them sort it out.
    I believe we will see a shift in response from Hotels compared to some of the traditional responses we have seen on TripAdvisor. Read a lot of Hotel responses there, and often they appear a bit to scripted. 
     
    This is why I support what you fo Daniel. Especially the great job you do towards educating Hotels on TripAdvisor. Keep it up my friend.
    Great article and info here.
    Cheers..
    Are Morch
    Hotel Advisor and Social Media Strategist

  • Pingback: Social Media Ambush: When Hotel Guests Go on the Attack | Daniel Edward Craig
  • Pingback: « Non cediamo ai ricatti “social”
  •  
    This is great advice, and dealing with irate customers and their threats has taken on a whole new meaning now that there is a global audience involved. Responding calmly to bad reviews is probably the best defense, and taking care of loyal guests will increase good reviews. Happy guests will also be excellent defenders of your brand.

  • As service providers, Hotels must be able to deliver the best experience for their customers. Their customer relationship is the most important key for achieving business success as this can make or break the business.

Comments are closed.