How NOT to respond to negative online reviews

In January 2016, the Broadway Hotel in Blackpool, Northern England, fined a British couple around AUD 155 for leaving a negative review on TripAdvisor. It seems the hotel has a "no bad review policy". Maybe a little bit too confident?

As word of mouth nowadays is instant and wide-reaching through social media, penalising customers for expressing their truthful opinion can only lead to more negative publicity. (Maybe the hotel owner pulled a media stunt? I'm sure if this were the case though, he would have imposed a higher fine!) What happened then?

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