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Travelers depend more than ever on online reviews and fellow consumers’ opinions. In fact, according to the recently released TripBarometer survey, 89 percent of all global travelers consider reviews as influential when choosing where to book. Reviews are also considered to weigh more heavily than personal recommendations made by family and friends.

This makes it more critical for hoteliers and hospitality execs to manage what their guests are saying online and monitor hotel reputation. But we understand as well as anyone that this poses a challenge: what if your time and training and expertise are all dedicated to operating your business and managing your property? How do you gain the marketing savvy needed to maximize the power of reviews and protect your business reputation?

(Check out: “Online Reputation Management Tips: What to Do After Getting a Really Bad Review”)

Here’s some good news. Online travel reviews site TripAdvisor has partnered with eCornell, Cornell University’s subsidiary for online education, to offer a free reputation management course for hoteliers and hospitality professionals.

The three-hour course – called “Manage Your Online Reputation with TripAdvisor” – is based on faculty insights and research from Cornell’s School of Hotel Administration. Topics include:

  • Explaining the importance to peers and colleagues of managing online reputation
  • Assessing online reputation
  • Responding to online reviews and other forms of customer feedback
  • Understanding the relationship between revenue and reputation
  • Incorporating customer feedback in daily operations
  • Developing an action plan and applying best industry practices

“As travel planning and booking become more dependent on online traveler reviews and opinions, online reputation management is paramount for property owners,” said Brian Payea, Head of Industry Relations for TripAdvisor. “We’re committed to helping businesses maximize their presence on TripAdvisor, which is why we partnered with eCornell to bring free, world-class educational content to hospitality professionals around the world.”

To enroll in the course, visit Meanwhile, if you’re looking for a great tool to help you monitor your reviews from TripAdvisor (and all other major review sites) and manage your reputation, try out ReviewTrackers. Our software platform is designed to serve the needs of business owners in the hotel and hospitality industry. Sign up for a free trial today and discover why customers love ReviewTrackers!

Migs Bassig

Migs is the Content Manager for ReviewTrackers. He's a creative writer who has helped numerous companies communicate more effectively online, and he loves sharing his local marketing knowledge to help brands and business succeed.