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The Web Gives Hotel Guests The Last Word

Nearly every morning, over his second cup of coffee, Tom Brady, general manager at the Affinia Chicago, logs onto his computer and surfs over to TripAdvisor.com to see if there are any new postings about his hotel. “It's an obsession," he said. If the review is positive he moves on. If it's unfavorable like the complaint posted in March from a guest who had received a $90 parking ticket because of a valet's error he's on it immediately. In that case, he marched straight out to the valet to find out what had happened. After identifying the guest, he made sure that the company issued an apology and a reimbursement for the ticket.