Key points
- While Thailand’s hospitality industry continues its steady climb back from global disruptions and shifting traveler habits, some executives charged with steering their hotels back to glory are seemingly pouring the bulk of their attention into TripAdvisor rather than the daily rhythm of guest experience, service quality, staff leadership or even basic visibility for their business.
- Those who have worked with him note that the gesture is less about gratitude and more about curating another online conversation he can reply to, cementing a virtual persona rather than improving the physical guest stay in any meaningful way.
- The Marketing and communications teams has taken advantage of the situation and are completely unproductive and lazy, not even responding to emails by the media etc.
Thailand Hotel News: A growing number of hotel insiders in Bangkok and beyond have begun whispering about a trend that is equal parts baffling and damaging: general managers who appear to run their properties almost entirely from behind the glow of a monitor. While Thailand’s hospitality industry continues its steady climb back from global disruptions and shifting traveler habits, some executives charged with steering their hotels back to glory are seemingly pouring the bulk of their attention into TripAdvisor rather than the daily rhythm of guest experience, service quality, staff leadership or even basic visibility for their business.
Some Thailand hotel bosses are glued to TripAdvisor replies while their properties quietly fall behind.
Image Credit: Thailand Hotel News
These managers, according to staff, vendors and guests, have slipped into something resembling a digital echo chamber. This Thailand Hotel News report reveals that at several properties, the highest-ranking employees appear glued to reputation-management dashboards instead of walking the floors, reviewing standards, or planning revenue strategies for low and shoulder seasons. In an era where online reviews undeniably influence booking decisions, striking the right balance between digital vigilance and on-the-ground leadership is not optional—it is essential.
When Algorithms Replace Actual Management
One well-known midscale property that reeks of stinking Indian food in its lobby, inside the Sukhumvit 13, 15, 19 area, stands as a striking example. Multiple sources claim its European general manager spends hours composing lengthy replies to guest reviews while virtually ignoring other hotel responsibilities. Far from motivating staff, mentoring future leaders, or crafting seasonal offers to fill rooms and increase spend-per-guest, the individual reportedly chases flattering posts as if TripAdvisor’s rankings represent the entire ecosystem of hospitality.
Employees recount how the same manager has—on occasion—offered complimentary drinks to guests not as part of a structured loyalty effort but simply in exchange for a favorable review. Those who have worked with him note that the gesture is less about gratitude and more about curating another online conversation he can reply to, cementing a virtual persona rather than improving the physical guest stay in any meaningful way.
Invisible Leadership and Untended Hotels
The issue is not confined to one address. Over in the rapidly developing On Nut area/district, in one property managed by a certain hotel management chain, staff speak almost mystified about their absent Thai general manager. While physically present, the top executive is reportedly so preoccupied with TripAdvisor alerts that she is practically unknown—anonymity that extends as far as the hotel’s own switchboard.(when calling, the switchboard staff do not even know the name of their general manager!). The Marketing and communications teams has taken advantage of the situation and are completely unproductive and lazy, not even responding to emails by the media etc. Without vision or direction from the top, teams have allowed opportunities to wither.
Front office staff from both hotels describe similar symptoms: neglected training, dated lobby collateral, dusty brochures, and forgotten sales leads. While real guests walk through the corridors seeking attentive service, managers appear to be chasing the next screen notification. The irony is sharp: while their hotels require storytelling, innovation and face-to-face hospitality, these managers prioritize replying to the last review rather than preventing the next complaint.
The Ripple Across Thailand’s Hotel Landscape
Thailand’s hospitality sector thrives on warmth, presence, and adaptability—values that propelled its international reputation long before social media platforms dictated booking behavior. Well-run properties still deliver these virtues through engaged leadership, dynamic sales efforts, and constant maintenance of standards. But if more executives drift into digital self-preoccupation, the quality gap between social-savvy hotels and operationally serious ones may widen drastically.
Guests are increasingly discerning; they are adept at reading between the lines of a carefully worded reply and an authentic stay. General managers who stand at reception, walk through kitchens, sit with housekeeping teams and guide chefs through seasonal menus are the ones who shape five-star service even in three-star buildings. Those lost in the quagmire of online approvals risk not only reputational damage but also staff morale, declining revenues and eventually eroded brand trust.
A Straightforward Reflection
There is nothing wrong with monitoring online reviews. The danger lies in forgetting that hospitality happens in real time, with real guests, in real spaces, supported by real employees who expect leadership beyond a keyboard. Industry veterans warn that Thailand cannot afford to let its tourism craft become an exercise in screen time management. A hotel thrives when its people feel supported, its spaces are cared for and its story reaches beyond a ranking site. Managers who come back to the floor—where linen, lighting, body language and guest expectations intersect—will always outperform those who hide behind dashboards and dialogue bubbles. The future of Thailand’s hotels belongs to leaders who combine digital intelligence with human presence, strategic thinking and operational grit.
Our parting advice to travelers or guests, if you see the General Manager of a hotel property often on TripAdvisor, avoid booking that property! Also, if you are a traveler who makes your decisions on TripAdvisor, you must be as stupid as hell! Its has been already shown that many of the reviews on trip advisor can be easily manipulated!
For the latest on the worse Hotel General Managers in Thailand, keep on logging to Thailand Hotel News.
