On November 15, 2001 Tom Farmer and Shane Atchison of Seattle, Washington were very unhappy with their treatment at a hotel in Houston. So unhappy, in fact, they made a very funny PowerPoint presentation for the hotel manager - and posted it online. The post went viral. Seven years later, a Google search of �bad hotel reviews� finds the complaint ranked as the top result (Broemsen). The good news is the dispute was eventually resolved. The hotel changed its training policies, made a donation to Tom and Shane's favorite charities, and apologized. The bad news: since then, the hotel has changed names, management and ownership. This may not be entirely due to the online posting, but the negative publicity that quickly spread across the world hurt the hotel did not help in any means. Although the example is dramatic, the message is clear: today�s consumer has a voice that reaches far and loud. The impact of a negative online review can have a significant financial loss to a hotel (Broemsen). In the past, a disgruntled customer may have written a letter to the hotel, the corpo......

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