While TripAdvisor and other travel review websites can be powerful marketing tools for hotels, they can also pose threats. Operators said some disgruntled or unscrupulous guests have threatened to post negative reviews of hotels unless they receive compensation—a room upgrade, a free room or even cash.
While there is little data to indicate how widespread the problem is, TripAdvisor and many hotel operators and companies are prepared to combat this kind of blackmail.
“Hotels need to accept that a small unscrupulous segment of travelers may use their social media clout to demand unreasonable concessions,” said Daniel Edward Craig, founder of online reputation management consulting firm Reknown. “Review threats can put staff in an extremely difficult position. They don’t want to cave in to unreasonable demands, but they also don’t want to be blamed for a bad review.”