Social Media Ambush: When Hotel Guests Go on the Attack

By Daniel Edward Craig

It’s an all-too familiar scenario. “A local guest complained about service via Twitter when she hadn’t yet said anything to staff,” says Donna, a senior communications specialist with five-star hotels. “Through monitoring we caught it immediately and [offered to] host a beverage for her and her friend.  She stayed for a complete meal but didn’t think it was enough—she wanted another full meal at a later date. She threatened to slam the restaurant via social media if we didn’t abide.”

Out of the explosive popularity of social networking a challenging new breed of customer has reared its head. Intoxicated by their social media clout, bristling with indignation and entitlement, and all too aware of how far some businesses will go to avoid negative commentary, they hint at, request or outright demand concessions and special treatment. And if they don’t get it, the underlying threat, whether real or imagined, is they’ll lash out via social networks.

Dealing with difficult guests is nothing new to the hospitality industry, nor is occasionally buying a guest’s silence. But social media has raised the stakes, taking issues previously handled discreetly into the public realm, making word of mouth scalable and pumping it full of grievance-enhancing steroids.

Get the full story on Daniel Edward Craig Website

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Posted on September 21, 2011, in Hospitality Digital Marketing Services and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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