As a guy who reviewed professionally, I can tell you that TripAdvisor is a mostly positive resource. I know sites like Angie's List and Yelp can be easily "gamed" by businesses: Everything from offering incentives for great reviews to paying those sites to jack up your visibility. For any site, the reviews are only as good as they are detailed and believable. "Great place!" isn't the same as "Clean and cozy accommodations; our staff went out of our way to make sure the room was stocked with fresh linens, etc..." I'm not sure how hard it is to respond to bad reviews and get them amended (on eBay that's a very arduous process). But it would be worth knowing before you accumulate traction there. On Facebook, for example, people can watch you in real time as you turn a disgruntled customer into a delighted one. Not sure it's nearly that easy on TA, but there's nothing stopping you from dealing with customers individually, addressing their needs, and asking them to revise negative reviews. As for the positive ones, these will be your best ambassadors...