Understanding the Influence of Reviews in the Travel Industry

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Online reviews significantly influence people’s perceptions and can directly impact business success. The United Airlines Incident is a poignant reminder of the repercussions of mishandling negative feedback. Yet, amidst challenges lie growth opportunities.

Let’s explore the significance of review management and provide strategic guidelines for businesses to handle reviews adeptly. From acknowledging feedback promptly to showcasing improvements, each step is crucial for leveraging criticism constructively.

In this post, we examine the expanding influence of reviews on social media platforms, emphasising the necessity of proactive engagement. By embracing transparency and viewing negative feedback as opportunities for improvement, businesses can cultivate customer trust and long-term success. 

The United Airlines Incident: A Case Study in Reputation Management

The story of United Airlines serves as a poignant reminder of the influence online reviews hold. It all began when a passenger had an unpleasant experience quickly spiralling into a public relations nightmare. The incident went viral, sparking outrage across social media platforms and news outlets. Initially, United Airlines’ response was lacklustre and failed to address the core issues raised by the passengers.

The company’s initial reaction was perceived as dismissive and defensive, which only exacerbated the situation. It wasn’t until the CEO stepped in, took responsibility, and issued a more thoughtful and empathetic response that the airline began to manage the damage. However, the delay and the initial missteps left a lasting scar on United Airlines’ reputation, a clear example of how critical it is to handle negative reviews with care and promptness.

Turning Negatives into Positives: The TripAdvisor Model

While United Airlines’ experience underscores the risks of poor review management, there are also positive examples of companies that have successfully navigated the choppy waters of online feedback. TripAdvisor, for instance, has built a community by encouraging travellers to share their good and bad experiences.

Negative reviews, while often dreaded, can be a goldmine for travel brands. They provide valuable insights into areas where a business may fall short and offer a direct line to customer sentiment. For savvy travel businesses, these critiques are not setbacks but opportunities to demonstrate a commitment to customer satisfaction and continuous improvement.


Hyatt Zilara Cancun, a hotel in Mexico, responds well to Trip Advisor comments. Their commitment to exemplary customer service shines through in their prompt responses, prioritising guest satisfaction above all else.

Example response from Hyatt Zilara Cancun

Embracing Feedback for Growth

Handling negative reviews effectively requires a strategic approach. Here are some fundamental principles for turning criticism into a tool for growth:

  1. Acknowledge the Feedback Promptly: Responding quickly to negative reviews shows that you value your customer’s opinions and are committed to addressing their concerns. Delayed responses can be perceived as neglect, further damaging your reputation.
  2. Stay Professional and Empathetic: Even when the criticism feels unfair, it’s crucial to maintain a professional and empathetic tone. Acknowledge the customer’s experience, apologise sincerely if necessary, and assure them that their feedback will be used to improve your services.
  3. Take Responsibility: If there was a mistake on your part, own up to it. Customers appreciate honesty and transparency. Admitting faults can be a powerful step in rebuilding trust.
  4. Showcase Improvements: Use negative reviews as a catalyst for change. Implement the necessary improvements and let your customers know about the changes. This addresses the specific concerns raised and demonstrates a proactive approach to enhancing customer experience.
  5. Engage Positively: Encourage satisfied customers to leave positive reviews. A strong positive feedback base can help mitigate negative reviews’ impact and present a balanced view of your business.

Reviews Are Everywhere: The Social Media Factor

Reviews are not confined to traditional platforms like Trustpilot or TripAdvisor. Social media has become a powerful forum for customer feedback, with comments on platforms like Facebook, Instagram, and TikTok acting as real-time reviews. These comments can significantly influence public perception and spread rapidly, positively and negatively.


Tui frequently engages with feedback across social media platforms, addressing positive and negative comments. Ignoring any feedback would be far more detrimental.

Businesses must monitor and manage their social media channels proactively. Responding to comments—whether they are complaints, questions, or praise—is essential. Public interactions on these platforms are highly visible and can demonstrate a company’s commitment to customer service. Ignoring comments can be as damaging as neglecting formal reviews, as potential customers often scroll through these interactions to gauge a company’s responsiveness and attitude.

Avoiding Common Pitfalls

Ignoring reviews, especially negative ones, is a common mistake that can have serious repercussions. In the travel industry, where customer experience is paramount, failing to address negative feedback can lead to a loss of trust and a tarnished reputation. The key is engaging with your customers, showing them that their opinions matter and that you are dedicated to providing the best possible service.

Author’s Thoughts 

Reflecting on United Airlines’ lessons and the practices of platforms like TripAdvisor, it’s clear that online reviews carry immense power.

Negative reviews are not the end of the world; in fact, they are a necessary component of growth and improvement. Companies should view them as free consultations that highlight areas needing attention. It’s not just about damage control; it’s about genuinely valuing customer input and showing a willingness to evolve based on that feedback.

Businesses that thrive embrace transparency and continuous improvement. They don’t shy away from criticism but rather use it constructively. This approach enhances the customer experience and builds a loyal customer base that appreciates the company’s dedication to excellence.

So, next time you encounter a negative review, remember it’s an opportunity in disguise. How you respond can make all the difference. Embrace the challenge, engage with your customers, and turn those critiques into stepping stones towards greater success.

Recommended Read: Top 10 Marketing Mistakes in Travel You Must Avoid

For more marketing advice, listen to our marketing podcast, Horizon by Hummingbird. Each episode is a journey into the heart of marketing and business innovation, exploring the latest trends, strategies, and insights shaping the industry’s future.

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