Hotels and Bed and Breakfasts lose millions due to fake reviews
Friday 21, September 2012
Everyday hotels and bed and breakfasts lose out on new sales due to fake or unjust reviews, affecting both the local economy and local unemployment rates.
Review sites such as Qype, Yelp and Trip Advisor encourage consumers to write reviews but do not authenticate them or attempt to prove that the reviewer is genuine. It is estimated that 1 in 10 reviews are fake.
The Internet is part of everyday life and the first port of call for consumers looking for a business such as a hotel, guest house or bed and breakfast. 85% of consumers search for reviews and recommendations online before making a purchase.
Mark Hall managing director of Got Juice commented, “A single bad review can ruin the chances of gaining new customers and create a long standing, horrible word of mouth campaign offline. If left, the review could quickly lead the company to bankruptcy".
"Although the UK defamation law is in place to protect businesses and individuals from unjust mentions online, this law is difficult to enforce, as the vast majority of review sites are based overseas and do not acknowledge the UK law"
“If your business receives a negative review or mention it is very important to respond to the customer online, always remain calm and do not take it personally. A good response would be to offer an apology and a invitation to discuss things in more detail”
“For example: Thanks for alerting us to this. We work very hard to offer good (product/service) and a friendly service, I was sorry to hear on this occasion we didn’t meet your expectations. If you would like to contact me directly then please call xxxxxxx and ask for xxxxxx or email xxxxx@XYZbusinessname”
“It may be possible in some cases to remove the negative review or comment, but in many cases this requires professional guidance and management”
“What ever you do, do not argue or defend your business, as this will only lead to more negative comments and an increased chance of the content appearing on the first page of the search engine results pages”
“Even If a business has no reviews, that can be equally as harmful as a negative one; with over 70% of new business inquiries coming from reviews, referrals and word of mouth, it has never been as important to have a good online reputation"
Got Juice is an online reputation management company that focuses on helping businesses gain positive reviews and to fight back and remove unwanted negative press from review sites and from the first page of Google.
Committed to helping business improve their online reputations, they provide free advice on their website www.gotjuice.co.uk/blog on how to improve a company’s online reputation.
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