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.
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.
WOW! That is really brave considering at least one of the hotels (The Olsen) has had significant problems of late, especially with cleanliness.
When I posted on TripAdvisor about my stay I found a flood of reviews also all complaining about the poor housekeeping (we’re not talking dust here…we’re talking major mould and doors falling off). To their credit, the hotel did ring me and acknowledge they knew the problem was known to them and they were trying to fix it.
But given this known problem (a serious problem for a 5 star hotel), to run this initiative at this time seems ludicrous. Although given my experience at the Olsen, the marketing was definitely much much MUCH stronger than the hotel itself.
The problem is that problematic guests (which most certainly exist – I worked in hotels for several years back in my ski bum years) just won’t opt-in. It’s good fun for well bahaved guests though.
(Edited under Mumbrella’s comment moderation policy.)
I think this is a really cute concept and it’s going to provide patrons/targets audiences with a bit of a laugh. Given most hotels are a faceless entity, it’ll be nice to see them portrayed as human, not just a faceless corporation.
It’ll also give back a gorgeous amount of content generation, nice one.
Hi Mumbrella I’m surprised the phrase “pissing on your clients” gets through your moderation guidelines.
@cub the whole concept is ‘Opt in’. Also, why don’t you wait a little to watch how it unfolds – I think you may change your mind.
Cheers
Point taken, Adam.
We shouldn’t have let that one through. Apologies. (Time amended on this post to get this comment in after Adam’s)
To join the general conversation, I personally think it’s a great insight.
it really reminds me of the Uber system. While we’re rating our drivers, they’re rating us.
I’d be fascinated to know what that does to change behaviour.
Cheers,
Tim – Mumbrella
Finally an idea. Finally a client that dares take a risk. We should celebrate ideas like this, even if it turns out to not be successful. What original idea was ever full-proof from the get go?
People here celebrate the lamest ads. It’s time for the industry to get a little ambitious and grow some balls.
I really like that Overstay Checkout idea. That should be a permanent facet for a hotel brand, even if it can’t be guaranteed. The possibility of extra hours is exactly the sort of thing that would influence my decision whether to book somewhere, all other things being equal.
http://lifehacker.com/the-simp.....1685276530
This is Australia’s poor services industry arrogance at its best…Internet gave people the power to break down the walls of advertised excellence of products with much wider access and availability of reviews. Who cares what the hotel I am paying tones of money think about me – I would go to another one, they can refuse me stay: but making it public (in fun way (?) ) ??? bad behaving customers??? How arrogant…Every premise in Australia has the right to refuse serving customers…but services purchased in advance e.g. accommodation is hard to get out of after a long day’s work or trip…thank god to product/services review websites. People have been given the power by internet, cannot spin reverse it…
Totally agree with you Chris. This is ballsy, original thinking that should be celebrated. Well done client and agency… Love the idea.
Thanks to all from Cummins with their comments
@Tim
Presumably the hotel still pays it’s staff properly and operates under standard hotel regulation. Don’t spoil a nice PR idea with notions of Uber-ization 😉
@baris, why not? why can’t businesses have a say too?