Hotels are more dependent upon online reviews than most industries. TripAdvisor is the most respect online review website for that industry, and thus swings a lot of weight around on these issues. With 32 million unique monthly visitors and 15 million members, TripAdvisor is capable of making or destroying any Hotel’s online reputation. HotelInteractive has a great interview on the subject.

Social media is all about managing your hotel’s online reputation, and no platform wields more influence on travel decisions than TripAdvisor. Recently, I interviewed April Robb, TripAdvisor’s Social Media Program Manager, responsible for social media outreach, brand monitoring, and blogger relations. She offered up some great advice to hoteliers for managing online reviews.

Unlike most of the Internet and most review-sites, TripAdvisor also has a system to check fraudulent reviews.

http://www.hotelinteractive.com/article.aspx?articleid=16602