Art Series Hotel Group staff to get revenge on badly-behaved guests with Reverse Reviews

Art Series Hotel Group has launched a new program called Reverse Reviews which flips the traditional hotel review model on its head and sees hotel staff review guests.

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The initiative, created by Cummins & Partners, invites guests at any of the six Art Series Hotels in Melbourne from April 17 to May 31 to opt-in to participate, with their behaviour and demeanour reviewed and ranked using a point system and published online. Top scoring guests – those who are well behaved – are rewarded with complimentary stays, upgrades, food and drink.

Art Series Hotel Group marketing director Ryan Tuckerman said: “With more than 40 million reviews of hotels and restaurants on Trip Advisor alone, Reverse Reviews flips the process on its head and provides a way for us to recognise and reward good behaviour in a fun and light-hearted way.

“We are really proud of our review results and it’s no secret that hotels are incredibly competitive on these sites. We think our guests will respond in the same way.

“More than 60 per cent of our penthouse stays are already derived from upgrades and ‘comps’, so now we’re looking at rewarding our best customers in a more formal and structured way.”

The program follows on from Galaxy Research, commissioned by Art Series Hotel Group, which revealed that while guest behaviour is better than most people expect, petty theft and deliberately parading naked in front of windows continues to take place under the veil of anonymity.

The research, which surveyed 1,054 people, found on the whole women are “slightly better behaved” than men and the wealthier you are the more likely you are to be rude to hotel staff.

Adam Ferrier, chief strategy officer at Cummins & Partners, said: “Working with Art Series Hotel Group is always exciting. As brand marketers they are world class, always looking for Avant garde ways to express their brand, whilst engaging their guests in interesting ideas.

“With this idea we believe ‘Review culture’ is a weird and complex emerging phenomenon, and we think turning reviews on their head is an intriguing way to get people’s attention.”

Art Series Hotels were behind the Steal Banksy promotion, with the help of Naked Communications, which saw consumers challenged to steal a signed print of the graffiti artist’s No Ball Games work from one of the hotels.

They followed the stunt with Which Warhol, an idea which saw the hotel chain display nine forged Warhols and one original and challenge consumers to pick the real work. The company also devised the Overstay Checkout campaign, allowing guests to score extra hours in their room, or even an extra night, for free.


  • Client – Art Series Hotels
  • Agency – Cummins&Partners
  • PR – Soda Communications

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