In the last few years, the words "Trip Advisor" have crossed the lips of almost every Innkeeper. The words that have preceded or followed "Trip Advisor" have either been unpublishable in this forum or they have been glowing expressions; and sometimes, a little of both.
As I was preparing this article, the latest PAII Innkeeping Newsletter reprinted a commentary about Trip Advisor along with a multitude of reactions. See June PAII Innkeeping.
 
Before I read the article, I decided to jot down my own thoughts. In doing so, I thought about a situation that was brought up on a visit to an Inn during one on last years Inn Your Dreams aspiring Innkeeper classes - www.InnYourDreams.com.
The situation isn't directly connected to Trip Advisor, however I think it reflects the position I have heard from many Maine Innkeepers and Inn guests.
The Innkeepers that related the following story was doing so because they wanted my opinion and the class's opinion on a particular situation that had just occurred. I like having these kinds of scenarios in class because they reflect the real situations that these future innkeepers will incur. 
 
The story... 

Potential guests called the Inn to make a reservation. They had looked at the Inn's website and requested a particular room. The room happened to be available and they booked it - end of story - not quite.

They called back a couple of days later and said that they had forgotten to mention their special dietary needs. OK thought the Innkeeper, this is not a problem. The guest proceeded to describe their needs - they were vast. So vast that she said that rather than explaining it all over the phone, she would send an email. Red flags began to rise. The Innkeepers are of coarse very accommodating to special dietary needs, but this one seemed extreme. However, before we jump to any conclusions, we'll wait to receive her email. The email came and the Red flags rose higher on the pole. These were not really dietary health needs, these were simply personal preferences - and they were vast. The Innkeepers did not have the requested items on hand; it required a special trip to the market. OK thought the Innkeepers - we will not make this a problem. Then came another phone call from the upcoming guests - "Oh, by the way, we had to change our plane reservations and we will be arriving later than expected." OK thought the Innkeeper, we've come this far; we will work with this - "How late will you be?" The guest explained that it could be close to midnight. The Innkeeper explained that she would leave a key and directions to there room and she would look forward to meeting them at breakfast. Again, OK thought the Innkeepers, it's just one night and late arrivals are not uncommon.

The fateful arrival day came. The Innkeeper left the key in the designated spot and went off to bed. She did hear some noises in the night, but that is part of Innkeeping. The Innkeeper's had a full house. They arose to prepared breakfast for their guests, and also prepared the special meal that their late night arrivals had requested.

At breakfast the other Inn guests happily chatted, ate their meals and everything was fine. One couple mentioned that they thought that somebody had tried their door in the night. Even though they both heard it, they laughed it off as both having the same dream. The breakfast guests finished their meals and either checked out or left for the day's activities. Nine thirty, ten o'clock; the special "late" guests had not yet come down to partake of their specially prepared meal. The Innkeeper's, being hospitable, gave their late arrivals a little benefit because they may have arrived later than planned. As the morning wore on, they heard some commotion from the room, but did not see their guests. The meal was no longer in edible condition and just as the Innkeeper was about to discard it, there was a loud knock on the kitchen door. Her husband was already involved in cleaning rooms. It was almost 11:00. She opened the door with a smile on her face and with a chipper voice, she said, " You must be ___ and ____.

She was greeted by a couple with bags in hand and snarls on their faces. Before the Innkeeper could even express that she hoped they had slept well, they started a verbal rampage that did not stop until they got in their car and pulled away.
The words that the Innkeeper could make out were spoken through snarled lips and raised voices, and seemed to consist of: arriving at 3:00 - couldn't find the key - finally found it - it was 4:00 by the time they went to bed. They were awoken at 5:00 because their room was at the front of the Inn and "hundreds" of construction trucks were passing by under their window. They got up to see if there was another room available. They tried doors to no avail. They went back to their room and finally went to sleep about 7:30. They were then awoken by people's voices in the hall - and on and on and on. The Innkeeper, who had tried to apologize during the tirade, finally sighed a sigh of relief when the car door slammed. Nevertheless, as they pulled away, the window was rolled down and another comment was made regarding telling everybody about the terrible time they had at the blankity blank Inn.

It didn't end there! A couple of weeks later, the Innkeepers received an email from the guests reiterating their stay, and demanding their deposit back!
How does this all apply to Trip Advisor? The Innkeeper's question to the class and me was what would we do in this situation. My question to them was "what would you like to do?" Their answer was that they would like to write them a letter stating that as Innkeepers they felt that they had done everything that was asked of them and that they would not return the deposit. Even though in my classes I preach hospitality (the customer is always right etc. etc.) I also stated that there are times, very very few, but there are times when you need to do what would make you feel satisfied and not kowtow to guests that you really wouldn't want to return anyway. I stressed that these kinds of circumstances are extreme exceptions. I know these Innkeepers very well and their hospitality is exemplary. The class agreed with my answer. When I asked the Innkeepers if they were going to follow through on the letter, they said, " We wish we could, but we can't - we'll send their money back." I thought they meant their "hospitality conscience" had gotten the best of them, but no. They could not do what they felt was right for themselves because they were afraid that their guests would write a scathing review on Trip Advisor.

I thought for a minute and said - "How sad that the hospitality world is being held hostage to their true feelings because of Trip Advisor.
 
I think there are many changes that need to be made concerning Trip Advisor and I am very happy to see that PAII and other organizations have taken it on. I am not saying that I would eliminate the Trip Advisors of the world, however I am saying that I don't think that we can build our world around them. If we are doing everything we can to be hospitable and accommodate our guests to the definitive degree - that is the main thing. We just need to let the Trip Advisors of the world fall where they may.