TripAdvisor has moved to head off criticism from hoteliers and accommodation owners over the validity of reviews on the site by creating the position of customer care manager.
A dedicated customer support number for registered owners and managers on TripAdvisor in the UK and Italy has also been created.
The customer support number is available from today (Tuesday) on www.tripadvisor.co.uk and www.tripadvisor.it.
Tripadvisor is currently being investigated by the Advertising Standards Authority in the UK following a complaint about its reviews by online reputation management specialist Kwikchex. The ASA is due to publish its findings any day.
Customer support numbers for the rest of EMEA, Asia Pacfic and the Americas will be released in the next few months, the company said.
The line is for hospitality business owners and managers with general customer care inquiries.
Accommodation owners are also being invited to attend master classes to learn more about working with TripAdvisor and online reputation management in Liverpool on November 15 and Exeter on November 17.
Sue Worth joins from a division of Invensys Operations Management, a company specialising in carbon and energy solutions, where she led its customer experience unit.
In the position of EMEA customer care manager, she will lead a new European customer care unit dedicated to supporting the hospitality industry and delivering a “superior customer experience” for TripAdvisor’s owner communities, the company said.
Worth’s appointment follows John Dila becoming customer care director in March with a brief to offer a “responsive, high-quality” customer service to the hospitality industry.
Worth has worked for tour operators, airlines and accommodation organisations including the post of guest relations manager for the Gloucester Hotel in London. She also worked for Gulf Air Holidays.
Dila said: “Her years of industry experience and her natural inclination toward superb customer service delivery will be integral in developing excellent customer care for the EMEA region, an integral part of our global operations for success.
“This appointment, along with our new dedicated customer support number sends a strong message about our commitment to delivering quality customer care for accommodation owners.”
Worth added: “I am delighted to be joining TripAdvisor and working with the new customer care team with the aim of providing great customer care at all times.
“I am very much looking forward to developing the relationships we have with our European members and owners.”