Hotel managers often use social media and review sites such as TripAdvisor to obtain guest reviews on hotels they have stayed in. Most managers would notice the negative reviews often outweigh the positive reviews. Why is that? Well it simple, Unhappy guest that leave the hotel are going to remain unhappy. In short plain monitoring and replying to guests reviews and feedback with apologies on these sites is not going to do any good. Just observing and not acting can only help hotel management so much. So what can managers do?