Best Practices for Hotel Response to TripAdvisor Guest Safety Badge
No matter the location, the chain scale, or the attentiveness of management, bad things may happen at your hotel property. How do hotel owners and managers respond when injury, violence or allegations of sexual assault are raised at their property?
In a November 1, 2017 announcement from TripAdvisor, the company stated that they would provide “badge” notifications on hotel listings “to alert consumers of health and safety or discrimination issues at that business reported on within the media or other credible sources of information.”
This announcement comes following a wave of sexual assault victims sharing their stories through the #MeToo social media trend and stories in major news publications. It is in this atmosphere that the TripAdvisor badge was announced and widely reported on by print, digital and television news media. For hoteliers in the hospitality industry, the badge may seem threatening. Research shows that TripAdvisor scores and city ranks have an impact on traveler booking decisions and hotel rate management. Many hoteliers are wondering how the presence of the TripAdvisor safety alert badge may impact their revenue.
We understand the concern hoteliers may feel if their property receives the safety alert badge as a result of guest allegations. At a time when you feel like the reputation of your property is out of your control, there are practical steps you can take to recover. In this article, we’ll share our suggestions for moving forward when you receive the guest safety badge from TripAdvisor.
Follow Brand Guidelines
Many hotel brands have guidelines for crisis management and response. If you are impacted by allegations or a crisis occurs on your property, you should notify your brand immediately, follow their recommendations, and consult legal counsel before taking further action. This article should not be taken as legal advice and hoteliers are responsible for their actions and response to crises.