As more people turn to the Internet to post recommendations and reviews about products, the service industry is beginning to monitor and analyze the trends. Social media websites that encourage users to contribute ratings, recommendations and reviews on a regular basis can enhance a brand or give a negative review that impacts the brand or enterprise - whether it is a valid review, or not. Hoteliers are taking steps to understand where their reviews and recommendations are being posted, and how they can intercept any negative reviews to maintain a positive brand image in the public eye.

According to eMarketer, 38% of U.S. Internet users use a social media site at least once a month. This equates to approximately 72 million people posting, reviewing or blogging about an experience or product, and the numbers will only increase in the upcoming years. Almost 90% of U.S. online buyers read customer reviews before they buy or consider a product, which means more people are becoming dependent on other people's experiences when they are interested in making a purchasing decision.

Hotel-related industries are being rated and reviewed on sites such as Expedia.com, TripAdivsor.com, and even Google.com where local listings now offer review and recommendation capabilities. Hoteliers are taking action by monitoring all of these sites regularly, and posting feedback on individual ratings. Each of the sites do allow business owners to provide commentary or responses on any reviews posted which can help assuage any negative or unfair feedback posted by a guest or customer. Hotel management is also getting involved by sending apologies to customers in regards to any negative reviews, efforts to address the issue and have the review removed from other customer's views. Still, creating a positive impression online is becoming increasingly difficult as the Internet makes it easy for more people to provide unbiased information and feedback about their experiences - both positive and negative.