Hotels call on third-party ORM firms

By: Stacey Mieyal Higgins

"It’s a relatively new phenomenon—customers actually shaping a brand by commenting and sharing experiences. Yet travelers rely so heavily on peer experiences that to not manage it, to not stay on top of guest comments, is to ignore one of the most important parts of your brand."
"Chris Emmins, co-founder of KwikChex, said the company got involved in the issue of false reviews because of client concerns with online defamation."

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