Australian hotels remain reluctant to engage customers through independent review site TripAdvisor, according to global vice president sales Julio Bruno.
While he admitted that it was still early days, Bruno said that 46% of Australian hotels had not yet registered on the site.
“They are missing out on a great opportunity to engage,” he said.
While some properties are staying away because of fears of negative publicity, negative reviews are actually “very few”, according to Bruno.
The average rating given to listed properties worldwide is a generous 4.1 out of 5, while 82% of listed Australian properties are rated 3.5 or above.
He urged Australian hoteliers to interact with the site and its users as a means of delivering good customer service and obtaining valuable feedback.
Meanwhile, Bruno dismissed past criticism of the authenticity of the site’s reviews, insisting that the site was committed to ensuring its integrity with rigorous monitoring around the clock.
In addition, the firm last year spun off from owner Expedia.
“It sent a clear message to out clients and hoteliers that we are neutral,” he said. “We are a media company, not a travel agent.”
TripAdvisor launched in Australia in 2010.
