Navigating reputation challenges in the hospitality industry: a case study of a 4-star hotel in Marrakech

Learning outcomes Upon completing this case study, students will be able to manage difficult customer interactions and minimise negative memorability, understand the importance of managing online reputation and explore best practices in responding to negative reviews. Case overview/synopsis This case study follows Didier and Eric, owners of Riad Houdou, a 4-star hotel in Marrakech, Morocco, who faced a reputational challenge in 2023. Negative reviews on Google and Expedia criticised the hotel’s cleanliness and maintenance, but an investigation revealed the complaints stemmed from guests who violated hotel policies. The omission of this context in the reviews raised concerns about their accuracy. This case study explores managing customer expectations, handling service failures, enforcing policies and maintaining an online reputation. Complexity academic level This case study is suitable for final-year undergraduate and master’s programs in hospitality management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 12: Tourism and hospitality