To What Degree Should Hotels Solicit Online Reviews?

I stayed at Le Meridien Dubai last night, which I was extremely impressed by. The hotel is right next to the airport, and has a dedicated building exclusively for club guests, which is separated from the main hotel.

Hotel-Room-Massage-Chair-1
Le Meridien Dubai club room

The club wing was recently renovated and is gorgeous, in stark contrast to the main part of the hotel, which is past its prime.

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Le Meridien Dubai club wing

Le-Meridien-Dubai
Le Meridien Dubai “normal” wing

This brings me to my one complaint about this hotel, which I faced while checking out. I’ve become accustomed to hotels basically begging for online reviews throughout stays. At a minimum they usually have a card in the room asking you to share your experience online if you were pleased. Then at check-out they’ll sometimes subtly mention that they’d appreciate if you wrote an online review. And then finally there are post stay surveys and follow-up emails soliciting online reviews. All of which I’m fine with and used to, in theory.

The service at Le Meridien Dubai was really good throughout my stay. When the associate asked how everything was at check-out I said “lovely, I was very impressed by this hotel and will definitely be back.”

Her ears perked up, and she was happy to hear that.

She then handed me a paper survey and asked me to fill it out, sharing my experience about the stay. I said “oh I’ll just fill out the survey they send after each stay,” but she didn’t react, which I took to mean that she’d appreciate if I still filled out this form, which I did. And that was fine.

After I spent a couple of minutes filling out the survey the conversation continued:

“Have you heard of TripAdvisor?”
“Yes.”
“Would you please consider writing a review on TripAdvisor saying good things?”
“Sure.”
“Please do, it is very important.”
“Okay…”

Then she handed me a piece of paper with her name on it.

“Please mention my name.”
“Okay…”
“Don’t forget, it’s very important you do this. Thank you so much.”

At this point I was starting to wonder whether I was a guest at the hotel or her employee.

So I still have a great things to say about the club accommodations at this hotel, because they’re fantastic. It’s my new favorite option for quick overnights in Dubai. The service throughout my stay was excellent, though it certainly sours my impression of the hotel when they literally beg for you to write a review, and beg for you to mention them.

I get why employees want to be mentioned online. As I’ve written about in the past, hotel chains give big incentives for employees to be mentioned in reviews. Last I heard, Hyatt gives associates $25 in cash if they’re mentioned by name in an online review, and I suspect Starwood offers a similar incentive.

But at what point are hotel staff crossing the line? Is it okay if they mention at check-out that they’d appreciate if you consider writing an online review? How about if they tell you how important it is? What about if they give you their name because they want to be mentioned?

Like I said, I still found the service at the hotel to be great, but at some point the begging sours my perception of the customer service at the hotel.

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Kieran Guest

Food4Thought, if your "personal feeling on this is that no Front Desk associate should badger a guest for a “mention” on TripAdvisor or any other review portal", why would you think bagering a guest for a specific rating of Excellent in a post-survey send by the brand head office is acceptable? It's the same thing, to all extents and purposes, pimping for praise that is unlikely to be deserved.

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Kieran Guest

To matt and Food4Thought: The point is that the survey in question is a post-stay survey, that the guest receives some time after their stay. The hotel's letter to it's guest is explicit that it expects guests to rate them as Excellent (it was even underlined for emphasis) in the post-stay survey sent to them - not by the hotel, but corporate head office - or else to take it off line (and thus skew the survey). That's the part that is clearly unacceptable conduct, as it's an attempt to rig the reporting system that corporate head office uses to check on the hotel. It's flippant to pretend this is just about improving customer service. If you hire me to paint you house, and before I even start work, I say you should rate my work as "excellent" if anyone asks you, you'd tell me to stop being silly because I haven't even lifted a paintbrush yet. There is nothing wrong with a hotel saying "If you have any problems or concerns during your stay, please let us know how we can help" (many hotels say this - however I've never had a hotel link this to a requirement to rate the hotel a certain way in any post stay survey). But specifying that guests should rate you as Excellent in any survey is just wrong, wrong, wrong - especially when this communication happens when you've only just checked in and yet to have the opportunity to even form a informed opinion about your stay. It's gaming an outcome, in a rather unethical way.

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Food4Thought Guest

Just to touch on some things mentioned by Kieran, Matt, and 747always. Kieran -- Matt is right. You should give the hotel the chance to make it right for you before filling out a survey. Frankly, what possible reason would you have NOT to? It serves neither your interest nor the hotel's for you to stew silently about a bad experience. Let the management team know (politely, of course) what's going on and give them a chance to rectify it. 747always -- you are right that hotels often provide incentives for their employees to be mentioned by name in online reviews. And, I would suggest that it is for the best. Employees should be recognized for going above and beyond to the extent that they have managed to provide a memorable experience for their guests. After all, they are in the hospitality business! My personal feeling on this is that no Front Desk associate should badger a guest for a "mention" on TripAdvisor or any other review portal. If they have indeed gone above and beyond for a guest, and that guest is thanking the associate in question, that would be the appropriate time to suggest how much a positive TripAdvisor review would be welcomed. In sum, a front desk agent with whom the guest has no prior relationship soliciting a TripAdvisor review and a personal mention is unacceptable. Instead, the agent in question should have invited you to mention by name any hotel associates (if any) who made your stay particularly memorable. With that said, I believe in providing honest feedback. If there were shortcomings, providing that feedback is the only way the hotel will know to fix it. But, providing that honest feedback in real time is equally important. If you don't give the hotel the opportunity to make things right for you, it is unreasonable to expect that the hotel will lend you a sympathetic ear after the fact. In my experience, if you treat the hotel and its managers with respect, more often than not that is what you will receive in kind (and then some).

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Charlie McMillan Gold

This shows me how seriously hotels take the online reviews on Trip Advisor. Score 1 more point for democracy!

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john Guest

Thanks for the reviews.It is quite informative to know about hotels.

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