17/08/2026
There’s been a lot of conversation lately about hotel reviews and whether people with influence have a responsibility to share bad experiences publicly. I absolutely think criticism matters, and hotels should be accountable when things go wrong, particularly at a luxury price point.
But I also think this is a conversation about media literacy.
Social media rewards strong opinions and controversy. A dramatic negative review will often travel further than a measured assessment, so I think it’s worth asking: who is giving the review? What experience do they have? And what incentive do they have for telling the story in this particular way?
I stay in hotels constantly and I certainly don’t love every experience. When something goes wrong, my preference is to give that feedback directly to the hotel first, where the team actually has the opportunity to respond or make a change. And if I don’t think a hotel is right for a client, I’ll be completely honest with them privately.
My job is built on relationships, both with my clients and with hoteliers, GMs and vendors. Those relationships allow me to call someone directly, solve problems and elevate my clients’ stays. Maintaining that trust doesn’t compete with being honest with my clients. It helps me do my job better.
Of course, there are exceptions. Racism, sexual harassment or abuse, discrimination, serious safety concerns and behaviour of that nature absolutely warrant public accountability. I’m talking about the much greyer territory of a disappointing stay or a hotel falling short of expectations.
Criticism is important. But how we deliver it matters, and so does how we consume it.
And yes, I’m aware of the duality of saying all of this on social media, into a fuzzy microphone of my own. Maybe we don’t need fewer opinions online. Maybe we just need to be more thoughtful about how we share them, and more discerning about which ones we trust.
