Hotel industry players have long relied on expert ratings and certificates to establish their reputations. Yet websites such as TripAdvisor have upped the game by giving consumers the power to rate their experience. For hotels or any company with an online reputation, problems arise when customer reviews differ from expert ratings. Following a study of more than 200,000 TripAdvisor ratings for London hotels, Tao Wang, an assistant professor at Grenoble Ecole de Management, shares with us his advice on how to respond to online criticism.