A CNN contributor has recently reported that hotels are taking dramatic steps to get favorable online reviews, including hounding guests to say positive things on social media sites.  To read the complete article follow this link:  http://www.cnn.com/2010/TRAVEL/03/15/hotel.reviews/index.html?iref=allsearch.  According to the article, across the board hotels are engaging in “reputation management” and are relying on consumers to become their best advertisers. 

Hotels looking for favorable reviews, however, must proceed cautiously.  TripAdvisor.com, one of the largest sites offering travelers consumer-generated content related to hotels, has a policy against hotels spinning their own ratings.  TripAdvisor’s policy is “property owners are welcome to encourage their guests to submit user reviews upon their return home, but they are not allowed to offer incentives, discounts, upgrade, or special treatment on current or future stays in exchange for reviews.” 

Trip Advisor’s policy is consistent with the Federal Trade Commission’s (FTC) guidelines (the Guides) concerning the use of endorsements and testimonials in advertising.  The Guides require endorsements to include a disclosure of any material connection between the endorser and the company he is endorsing.  As the Ice Loop has previously reported (prior BLOG post HERE), the Guides explain that “[w]hen there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight of credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.” 

On March 17, 2009, Ice Loop contributor Michael  Wukmer will be presenting at the Hoosier Hospitality Conference on issues related to social media pertinent to the hotel and restaurant industry.  http://www.hoosierhospitalityconference.com/