IndiaTechOnline Special:
By Anand Parthasarathy
August 6 2014: A boutique hotel in Hudson, New York State ( US) is facing a barrage of negative publicity after its bizarre way of seeking to control negative reviews on the Internet backfired. Its experience holds many learnings for Indian property owners who are only now grappling with awareness of how customer review sites like TripAdvisor or Hotels.com, can make or mar their reputation.
The Union Guest House in the Catskill mountains in upstate New York is a heritage hotel with an olde worlde ambience that not all guests like. It is a favourite location for hosting wedding parties -- but while the bride and groom might be charmed by its attractions, their guests sometimes dislike some features -- and say so on Internet sites. The Guest House's way of tackling such negative reviews or comments is to fine the persons making the booking $ 500 for every negative review that is placed on the internet by anyone in their party! (full text in box)
This heavy handed attempt to punish customers for bad reviews has led to an avalanche of ridicule after the New York Post carried a story about the hotel's policy. This has only enraged more members of the public and by their savage rejoinders and comments they quickly drove the hotel's rating on one such popular site -- Yelp -- from 4 star to one star.
The hotel tried to retrieve the situation with an explanation that the policy was a “joke,” but no one bought this -- and its way of taking on negative customer comments is now the subject of hundreds of news stories worldwide. Just Google the line " Union Guest House fines bad reviews" and you will get over 10 pages of news links.
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Union Guest House Rules ( taken down after the controversy): If you have booked the Inn for a wedding or other type of event anywhere in the region and given us a deposit of any kind for guests to stay at USGH there will be a $500 fine that will be deducted from your deposit for every negative review of USGH placed on any internet site by anyone in your party and/or attending your wedding or event. If you stay here to attend a wedding anywhere in the area and leave us a negative review on any internet site you agree to a $500 fine for each negative review.
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Hotels often have to contend with bad reviews by customers -- and one never knows how many of the posts are genuine. Property owners with too many bad reviews often subscribes to conspiracy theories that attribute bad reviews to jealous rivals. There is no sure way of knowing, but this is not a problem that you can fight by attacking the attackers: That will only make you a victim of what has been known as the Streisand Effect -- the phenomenon whereby an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing the information more widely, usually facilitated by the Internet. The term flows from the experience of American cinemactress Barbra Streisand, whose 2003 attempt to suppress photographs of her residence in Malibu, California inadvertently generated further publicity of it ( Wikipedia).
The only sensible way open to hotels and other properties is to dispassionately examine the comment or complaint and appear contrite or at least helpful when posting a response. Aggro is not the answer.
After all don't you train your front desk staff to be always polite to guests even to the ones who might be a bit unreasonable? Just extend this logic when dealing with online comments and you will be surprised how often there might be a grain of truth in a guest's posted comment, even if it is couched in rude language. Accept it with grace , remedy it and move on.
When I checked out the website of the NY state hotel which is now at the centre of this mess, I found that its terms and conditions are couched in a rude 'take it or leave lt' language. Its cancellation terms would be deemed unenforceable by any Indian hotel. In effect it says all refunds against cancellations are subject to the hotel's discretion and could take 60 days, while on the other hand, the hotel reserves the right to cancel any reservation at any time they like without assigning a reason. Our consumer courts will make mincemeat of such anti-customer provisions. Its responses to negative comments too, are unrepentent and arrogant... so its 'fine' policy for adverse reviews would seem to be part and parcel of a general bad attitude that pervades its operations Anyway for us here, it's a good case study of mishandling social media.
Because remember, this is a fight you can't win. Trip Advisor, the market leader gets 250,000 unique visitors every month. You can't take on this number. It may not be fair -- but think of this as the price you have to pay for operating a business in this Cyber age.
The benefits surely, out weigh the minor irritants like these!
Link to a video news report of the NY hotel here