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Last updated on Friday, July 18, 2014, 9:15 am

Hotels Closely Watching Customer Review Sites

Hotel owners and managers have become increasingly aware of the importance of monitoring customer review sites, as a growing number of patrons can give instant, public feedback through mobile devices. As director of sales at Simmons Suites in Bentonville, it is Sheryl Culpepper’s responsibility to read comments on sites like Yelp and TripAdvisor. She reviews comments immediately as they come in and replies if the matter is urgent. Otherwise, Culpepper replies to TripAdvisor comments once every 1-2 weeks. She discusses the comments with the rest of the hotel team, which considers them in making real decisions, including identifying service issues, and also to “let the team know what we are doing right,” she said.  Culpepper said the hotel appreciates the feedback, and... [ MORE ]

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