The tourism authority now has eyes and ears in every hotel and guesthouse, as it stands guard over Malta's reputation as a holiday destination. But it does not have an army of inspectors snooping around disguised as tourists – two weeks ago it started to monitor the stream of reviews posted in more than 30 holiday websites. "We cannot ignore social media. Social media can make or break the country's reputation," says Malta Tourism Authority CEO Paul Bugeja. "A hotel can have a plaque showing it has a five-star rating but ultimately it boils down to the clients' satisfaction. "We need to manage reputation and we have found a way to monitor satisfaction. Eventually we could extend this system to museums and restaurants, among others." In the first three months of any year, the MTA's inspectors visit all three- to five-star hotels on the island, turning up unannounced, identifying themselves and checking physical aspects of the place such as cleanliness and furnishings. However, it is in regard to the harder-to-monitor standard of service – that arrogant receptionist or rude waiter – that the authority finds online reviews so useful. The negative reviews posted on Trip Advisor,...
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