Hospitality Excellence: Managing Reputation and Reviews

Mireille • May 23, 2023 • 14 min read

Hospitality Excellence Managing Reputation and Reviews

Welcome to the world of the hospitality industry, where reputation and online reviews can make or break your business. As the digital landscape continues to evolve, it’s crucial to understand the impact that online reviews have on your hotel’s success.

By implementing effective marketing strategies, you can not only improve your online reputation but also skyrocket your hotel’s visibility and bookings.

In this article, we will delve into the fascinating realm of managing reputation and online reviews specifically tailored for hotel owners and hotel management.

1. Understanding the Significance of Online Reviews

In the digital age, online reviews have become a powerful influence in shaping customer decisions, particularly in the hospitality industry. Let’s explore the various facets of online reviews and their significance in driving bookings and revenue for hotels.

Role of Online Reviews in Influencing Customer Decisions

Online reviews act as a virtual word-of-mouth platform, where guests share their experiences and opinions about hotels they have stayed at. Potential guests often turn to these reviews to gather information and insights before making their booking decisions.

Positive reviews not only instill confidence in prospective guests but also serve as social proof of a hotel’s quality and service.

As an aspiring hotel owner or manager, understanding the importance of online reviews and their impact on customer decisions is crucial. By actively managing and leveraging reviews, you can influence potential guests and drive more bookings to your hotel.

Statistics and Research Highlighting the Impact of Reviews on Bookings

Statistics and research consistently demonstrate the significant influence of online reviews on hotel bookings. According to a study conducted by BrightLocal, 87% of consumers read online reviews for local businesses, including hotels. Furthermore, 93% of consumers state that online reviews directly impact their purchasing decisions.

These statistics highlight the immense potential of online reviews to attract or deter potential guests. Hotels with positive reviews and high ratings are more likely to receive bookings, while those with negative reviews may struggle to attract guests.

The Correlation between Review Scores and Revenue

Review scores play a pivotal role in determining a hotel’s success. A study by Cornell University’s School of Hotel Administration revealed that a one-point increase in a hotel’s review score (on a five-point scale) can lead to a revenue increase of up to 11.2%. This demonstrates the direct correlation between review scores and financial performance.

When potential guests browse through hotel options, they often consider review scores as an indicator of quality and guest satisfaction. A higher review score not only boosts a hotel’s reputation but also increases its chances of attracting bookings and generating revenue.

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Exploring the Psychology of Online Reviews and Customer Trust

To fully grasp the significance of online reviews, it’s essential to delve into the psychology behind customer trust. People inherently seek validation from others, and this extends to their decision-making process when choosing a hotel.

Online reviews provide a sense of assurance, allowing potential guests to feel confident in their choice.

When guests come across a hotel with a multitude of positive reviews, they feel a sense of trust and reassurance. Conversely, negative reviews can create doubt and lead potential guests to explore alternative options.

Understanding the psychology behind online reviews empowers hotel owners and managers to craft effective reputation management strategies that build trust and credibility among potential guests.

2. Monitoring and Responding to Online Reviews

In today’s digital landscape, actively monitoring and responding to online reviews is paramount for effective reputation management in the hospitality industry. By proactively engaging with guest feedback, you can maintain a positive image, address concerns, and enhance overall guest satisfaction. Let’s explore the key aspects of monitoring and responding to online reviews.

The Importance of Actively Monitoring Online Reviews

Actively monitoring online reviews allows you to stay informed about what guests are saying about your hotel. It provides valuable insights into the strengths and weaknesses of your property, allowing you to identify areas for improvement. By keeping a finger on the pulse of guest sentiment, you can respond promptly to feedback and address any issues that arise.

Tools and Platforms for Monitoring Reviews

Numerous tools and platforms are available to help you efficiently monitor online reviews. Google Alerts, for example, allows you to receive email notifications whenever your hotel is mentioned online.

Social media listening tools, such as Hootsuite or Mention, enable you to track mentions and conversations across various social platforms. Additionally, review monitoring platforms like ReviewTrackers or Revinate offer comprehensive solutions specifically tailored to the hospitality industry.

By leveraging these tools and platforms, you can streamline the review monitoring process, ensuring that no guest feedback goes unnoticed.

Strategies for Responding to Positive and Negative Reviews

Crafting thoughtful and timely responses to both positive and negative reviews is a critical aspect of review management. When responding to positive reviews, express gratitude and acknowledge the guest’s positive experience.

Personalize your response and make the guest feel appreciated. This not only shows your dedication to excellent service but also encourages further positive reviews.

In the case of negative reviews, take a constructive approach. Address the specific concerns raised by the guest, offer genuine apologies if necessary, and provide a resolution or an invitation to further discuss the matter offline.

By demonstrating attentiveness and a commitment to resolving issues, you can turn a negative experience into a positive one.

Dos and Don’ts of Review Management

To effectively manage reviews, it’s essential to follow a set of dos and don’ts:


  • Respond promptly and professionally to all reviews, showing that you value guest feedback.
  • Personalize responses and use the guest’s name whenever possible.
  • Express gratitude and appreciation for positive reviews, highlighting specific positive aspects of their experience.
  • Address concerns raised in negative reviews and offer solutions or opportunities for further communication offline.


  • Ignore or delete negative reviews. Instead, view them as opportunities for improvement.
  • Respond defensively or engage in arguments with guests. Maintain a calm and professional tone.
  • Share confidential or private information in your responses.
  • Overwhelm guests with lengthy responses. Keep your replies concise and to the point.

By adhering to these dos and don’ts, you can navigate the delicate balance of review management and maintain a positive online reputation for your hotel.

3. Implementing an Effective Reputation Management Strategy

In the highly competitive hospitality industry, implementing an effective reputation management strategy is crucial for establishing a strong online presence and enhancing your hotel’s brand image.

By encouraging positive reviews, addressing negative feedback, and leveraging customer feedback to improve service and operations, you can create a stellar reputation that attracts and delights guests.

Establishing a Strong Online Presence and Brand Image

To effectively manage your hotel’s reputation, it’s essential to establish a robust online presence and cultivate a positive brand identity. Start by optimizing your hotel’s website and social media profiles with relevant keywords, captivating visuals, and engaging content.

Actively manage your online listings on review platforms, ensuring that they accurately represent your hotel.

Invest in search engine optimization (SEO) techniques to improve your hotel’s visibility in search engine results. This includes optimizing your hospitality website for relevant keywords, creating valuable content, and obtaining quality backlinks.

By positioning your hotel as an authoritative and trustworthy source, you can shape a positive brand image and attract potential guests.

Encouraging Satisfied Guests to Leave Positive Reviews

Happy guests are your strongest advocates, and their positive reviews can significantly impact your hotel’s reputation. Encourage guests to leave reviews by providing exceptional service and memorable experiences.

Upon check-out, consider sending personalized follow-up emails as part of your hospitality email marketing thanking guests for their stay and kindly requesting their feedback.

Make the review process as seamless as possible by providing direct links to review platforms or incorporating review widgets on your website. You can also offer incentives, such as loyalty program rewards or discounts on future stays, to motivate guests to leave reviews.

By proactively seeking and promoting positive reviews, you can amplify your hotel’s reputation and increase your chances of attracting new guests.

Dealing with Negative Reviews and Mitigating Their Impact

Negative reviews are inevitable, but how you handle them can make a significant difference. When encountering a negative review, take a proactive and empathetic approach. Respond promptly and courteously, acknowledging the guest’s concerns and expressing a sincere desire to address the issue.

Offer a resolution or invite the guest to contact you offline to discuss their concerns further.

Remember that potential guests are observing how you handle negative feedback. By demonstrating your commitment to guest satisfaction and showcasing your willingness to address and resolve issues, you can mitigate the impact of negative reviews.

Take this opportunity to turn dissatisfied guests into loyal advocates by going above and beyond to make things right.

Leveraging Customer Feedback to Improve Service and Operations

Customer feedback is a goldmine of insights that can help you identify areas for improvement and enhance your hotel’s operations. Regularly analyze feedback from reviews, surveys, and other guest touchpoints to identify common themes and areas of excellence or improvement.

Actively communicate and collaborate with your team to address recurring issues and implement necessary changes. This could involve refining service standards, enhancing staff training, or improving operational processes.

By leveraging customer feedback as a catalyst for continuous improvement, you can elevate your hotel’s service quality and exceed guest expectations.

4. Engaging with Customers and Influencers

In the digital age, customer engagement and influencer marketing for hospitality business play a vital role in reputation management. By harnessing the power of digital marketing channels and collaborating with influencers, you can foster customer loyalty, enhance your brand reputation, and effectively respond to feedback.

Let’s explore the strategies to engage with customers and influencers successfully. Learn more about more social media marketing strategies for your hospitality business.

The Role of Social Media and Influencer Marketing in Reputation Management

Social media has transformed the way hotels interact with customers and manage their reputation. Platforms like Facebook, Instagram, and Twitter provide a direct channel to engage with guests, showcase your hotel’s unique offerings, and respond to inquiries and feedback.

Social media also serves as a platform for influencer marketing, where influential individuals share their experiences and opinions about your hotel, reaching a wider audience and influencing potential guests.

By leveraging social media and influencer marketing, you can shape your hotel’s reputation, increase brand visibility, and establish meaningful connections with customers.

Creating Engaging Content to Foster Customer Loyalty and Positive Reviews

Engaging content is a powerful tool to foster customer loyalty and encourage positive reviews. Share captivating visuals, stories, and videos that highlight the unique experiences your hotel offers. Craft compelling narratives that resonate with your target audience and inspire them to share their own experiences.

Encourage user-generated content by running contests, encouraging guests to post their photos and stories with specific hashtags. This not only builds a sense of community but also generates authentic content that showcases the positive aspects of your hotel.

By creating engaging content, you can build a loyal customer base that becomes advocates for your hotel, leading to positive reviews and increased brand reputation. Read our guide about content marketing for hospitality brands.

Collaborating with Influencers to Enhance Brand Reputation

Influencer marketing has become a powerful tool in reputation management. Collaborating with influencers who align with your hotel’s brand values and target audience can significantly enhance your brand reputation and reach. Influencers have the ability to amplify your hotel’s message, showcase unique experiences, and influence their followers’ decisions.

Identify relevant influencers in the hospitality industry and engage them in partnerships or sponsored collaborations. Invite them to experience your hotel’s offerings and share their experiences with their followers through social media posts, blog articles, or video content.

By leveraging the reach and credibility of influencers, you can tap into new markets, attract a wider audience, and enhance your brand reputation.

Strategies for Effectively Responding to Social Media Feedback

Social media platforms provide a real-time space for customers to share their feedback, both positive and negative. It’s crucial to respond promptly and professionally to social media feedback to demonstrate your commitment to excellent customer service.

When responding to positive feedback, express gratitude and acknowledge the guest’s experience. Use this opportunity to showcase your hotel’s dedication to providing exceptional service.

For negative feedback, adopt a proactive and empathetic approach. Address the concerns raised, offer solutions or a platform for further communication, and demonstrate your willingness to resolve issues.

Remember, public responses to negative feedback provide an opportunity to showcase your commitment to guest satisfaction.

5. Leveraging Artificial Intelligence for Review Analysis

In today’s digital era, the hospitality industry can harness the power of Artificial Intelligence (AI) to analyze online reviews and gain valuable insights into customer preferences and trends. AI-powered tools offer advanced sentiment analysis capabilities, enabling hotel owners and managers to effectively manage their reputation.

Let’s explore the introduction of AI-powered tools for sentiment analysis, the benefits they provide, and their ability to uncover customer preferences and industry trends through real-life case studies.

Introduction to AI-Powered Tools for Sentiment Analysis

AI-powered tools for sentiment analysis utilize machine learning algorithms to analyze the sentiment expressed in online reviews. These tools are capable of understanding the nuances of language, identifying positive, negative, or neutral sentiments, and categorizing reviews accordingly.

By automating this process, AI empowers hotel owners and managers to quickly assess the overall sentiment surrounding their property and identify specific areas for improvement.

Benefits of Using AI for Review Analysis

Implementing AI for review analysis offers several key benefits for reputation management in the hospitality industry. Firstly, AI-powered tools significantly reduce the time and effort required to analyze a large volume of reviews.

They can process and categorize reviews at scale, providing an efficient way to monitor and evaluate guest sentiment. Secondly, AI can provide unbiased analysis by eliminating human biases and interpretations that may influence manual review analysis.

This allows for more objective insights into customer experiences. Lastly, AI-driven sentiment analysis helps hotel owners and managers identify patterns and trends, enabling them to make data-driven decisions to improve service quality and address guest concerns.

How AI Provides Insights into Customer Preferences and Trends

AI’s ability to analyze vast amounts of data allows it to uncover valuable insights into customer preferences and industry trends. By examining the sentiment and language used in reviews, AI can identify recurring themes and topics that are important to guests.

It can detect patterns in positive reviews, highlighting aspects of the hotel experience that guests appreciate the most. Similarly, AI can identify common issues or negative sentiments, alerting hotel management to areas that require improvement.

This information enables hotels to align their services and offerings with customer preferences, leading to enhanced guest satisfaction and loyalty.

Case Studies Highlighting Successful AI Implementation in the Hospitality Industry

Several case studies showcase the successful implementation of AI in the hospitality industry. For example, a leading hotel chain utilized AI-powered sentiment analysis to analyze guest feedback from various online platforms.

The analysis revealed that guests highly valued personalized interactions with staff and unique local experiences. Armed with this knowledge, the hotel chain tailored its hospitality marketing campaigns and service offerings to highlight personalized guest experiences, resulting in increased customer satisfaction and positive reviews.

In another case, a boutique hotel used AI-driven sentiment analysis to identify common complaints related to room cleanliness. With this insight, the hotel management implemented rigorous quality control measures and training programs for housekeeping staff.

As a result, the hotel’s reputation improved, reflected in a higher average review score and increased bookings.

By leveraging AI-powered tools for sentiment analysis, hotel owners and managers can gain valuable insights into customer preferences, identify industry trends, and make informed decisions to improve guest satisfaction.

The implementation of AI in the hospitality industry offers numerous advantages, including efficient review analysis, unbiased insights, and data-driven strategies. In the next section, we will explore

6. Proactive Reputation Recovery Strategies

Maintaining a positive reputation in the hospitality industry requires proactive strategies to address customer complaints and recover from negative experiences.

By promptly identifying and addressing common complaints, implementing service recovery strategies, training staff to handle challenging situations, and communicating effectively with dissatisfied guests, hotels can turn negative experiences into positive ones and preserve their reputation.

Identifying and Addressing Common Customer Complaints

To effectively recover from negative experiences, it is essential to identify and address common customer complaints. Regularly analyze guest feedback, including online reviews, surveys, and direct interactions, to identify recurring issues. Common complaints may include cleanliness concerns, service quality, noise disturbances, or issues with amenities.

Once identified, develop action plans to address these complaints systematically. For example, if cleanliness is a frequent issue, strengthen housekeeping protocols, conduct regular inspections, and ensure prompt resolution of any reported issues.

By addressing common complaints, hotels can prevent future negative experiences and improve overall guest satisfaction.

Implementing Service Recovery Strategies to Turn Negative Experiences into Positive Ones

Negative experiences present an opportunity for hotels to showcase their commitment to guest satisfaction by implementing effective service recovery strategies. When a guest expresses dissatisfaction, it is crucial to address their concerns promptly and genuinely. Offer immediate solutions or compensations that demonstrate your dedication to resolving the issue and turning their experience around.

Service recovery strategies may include upgrading the guest’s room, providing complimentary amenities, offering a discount on future stays, or arranging a special experience to compensate for the inconvenience.

By going above and beyond to rectify the situation, hotels can transform negative experiences into positive ones, leaving guests satisfied and impressed with the level of service.

Training Staff to Handle Challenging Situations and Maintain a Positive Reputation

Effective reputation recovery requires well-trained staff who can handle challenging situations with professionalism and empathy. Provide comprehensive training programs to equip employees with the necessary skills to handle guest complaints and resolve issues effectively. This includes active listening, conflict resolution, and problem-solving techniques.

Emphasize the importance of maintaining a positive reputation and the impact of guest experiences on the hotel’s success. Encourage staff to take ownership of guest satisfaction and empower them to make decisions that prioritize guest needs and preferences.

By investing in staff training, hotels can build a team that is equipped to handle challenging situations and preserve the hotel’s reputation.

Communicating Effectively with Dissatisfied Guests to Resolve Issues

Effective communication is key when addressing dissatisfied guests and resolving issues. Train staff to engage in open and empathetic dialogue with guests, actively listening to their concerns and expressing genuine empathy.

Respond to guest complaints promptly and with a personalized approach, offering sincere apologies and taking immediate action to resolve the issue.

Ensure that communication channels, such as phone lines, email, or social media, are easily accessible and monitored regularly. Timely responses and efficient resolution of issues demonstrate a commitment to guest satisfaction and can significantly impact the perception of the hotel’s reputation.

By implementing proactive reputation recovery strategies that involve identifying and addressing common customer complaints, implementing effective service recovery strategies, training staff to handle challenging situations, and communicating effectively with dissatisfied guests, hotels can turn negative experiences into positive onesö

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7. Encouraging Guest Feedback and Reviews

Guest feedback and reviews are invaluable assets for hotels, providing valuable insights into the guest experience and opportunities for improvement. By creating a seamless feedback process, incentivizing guests to provide feedback and reviews, leveraging their input to enhance operations and service quality, and incorporating guest reviews into marketing and promotional efforts, hotels can foster continuous improvement and maximize their reputation.

Creating a Seamless Feedback Process for Guests

To encourage guest feedback, it is crucial to create a seamless and user-friendly feedback process. Provide multiple channels for guests to share their feedback, such as online surveys, comment cards at the front desk, or dedicated email addresses. Ensure that these channels are easily accessible and well-promoted throughout the hotel.

Simplify the feedback process by using intuitive online survey tools or mobile applications that allow guests to provide feedback conveniently. Streamline the process by asking specific questions related to different aspects of their stay, such as room cleanliness, staff friendliness, or amenities. By making it easy for guests to provide feedback, hotels can gather valuable insights to drive improvement.

Incentivizing Guests to Provide Feedback and Reviews

To encourage a higher participation rate in providing feedback and reviews, consider offering incentives to guests. This can be in the form of discounts on future stays, complimentary amenities, or entry into a prize draw.

By incentivizing guests, you not only increase the likelihood of receiving feedback but also show appreciation for their time and input.

Additionally, actively communicate the benefits of providing feedback and reviews. Explain how their input helps shape the guest experience and contribute to the hotel’s continuous improvement efforts. By highlighting the value of their feedback, guests are more likely to engage and provide meaningful insights.

Leveraging Guest Feedback to Improve Operations and Service Quality

Guest feedback is a powerful tool for improving operations and service quality. Analyze guest feedback regularly to identify areas for improvement or patterns of recurring issues. For example, if guests consistently mention slow check-in processes, consider implementing technology solutions or additional staff training to enhance efficiency.

Use guest feedback to guide decision-making and drive continuous improvement efforts. Involve staff in reviewing and discussing feedback to foster a culture of accountability and a commitment to providing exceptional guest experiences. By acting on guest feedback, hotels can enhance operations, exceed guest expectations, and ensure long-term satisfaction.

Incorporating Guest Reviews into Marketing and Promotional Efforts

Guest reviews are a powerful marketing tool that can significantly influence potential guests’ decision-making. Incorporate positive guest reviews into marketing materials, such as your website, social media posts, or promotional brochures. Highlight specific testimonials that showcase the hotel’s strengths and unique offerings.

Actively engage with guests who leave positive reviews by expressing gratitude and sharing their feedback on social media platforms. Encourage them to become brand advocates by sharing their experiences and recommending your hotel to friends and family.

By creating a seamless feedback process, incentivizing guests to provide feedback and reviews, leveraging their input to enhance operations and service quality, and incorporating guest reviews into marketing and promotional efforts, hotels can foster a culture of continuous improvement, increase guest satisfaction, and amplify their reputation in the hospitality industry.

In the next section, we will explore the best practices in online reputation management to ensure long-term success.

8. Best Practices in Online Reputation Management

Maintaining a strong online reputation requires a proactive and consistent approach to reputation management. By regularly monitoring and analyzing review trends and sentiment, training staff on reputation management and customer service skills, and continuously adapting strategies based on feedback and industry trends, hotels can effectively manage their online reputation and ensure long-term success.

Staying Proactive and Consistent with Reputation Management Efforts

Reputation management should be an ongoing and proactive effort. Regularly monitor review platforms, social media channels, and other online sources to stay informed about guest feedback and discussions related to your hotel.

Respond promptly to both positive and negative reviews, demonstrating your commitment to guest satisfaction. Consistency in addressing guest feedback shows that you are actively engaged and committed to providing exceptional service.

Regularly Monitoring and Analyzing Review Trends and Sentiment

Monitor and analyze review trends and sentiment to identify patterns and areas for improvement. Look for common themes in guest feedback, both positive and negative, to understand what aspects of the guest experience are resonating with guests and where improvements can be made. Use sentiment analysis tools or manually analyze reviews to gain insights into the overall sentiment surrounding your hotel.

By understanding review trends and sentiment, you can make data-driven decisions to enhance operations, address guest concerns, and improve overall guest satisfaction.

Training Staff on Reputation Management and Customer Service Skills

Reputation management is a team effort, and it is important to train your staff on reputation management and customer service skills. Provide comprehensive training programs that emphasize the importance of maintaining a positive online reputation and provide guidance on how to handle guest feedback and reviews effectively. Train staff on active listening, conflict resolution, and problem-solving techniques.

By equipping your staff with the necessary skills and knowledge, you ensure that they are well-prepared to handle guest interactions and contribute to maintaining a positive online reputation.

Continuously Adapting Strategies Based on Feedback and Industry Trends

Reputation management strategies should not be set in stone. Continuously gather feedback from guests and analyze industry trends to adapt your strategies accordingly.

Guest preferences and expectations evolve over time, and it is important to stay attuned to these changes. Regularly assess the effectiveness of your reputation management efforts and be willing to make adjustments when necessary.

Stay informed about industry trends, emerging platforms, and new technologies that can enhance your reputation management strategies. By staying adaptable and proactive, you can ensure that your reputation management efforts remain effective and aligned with evolving guest needs.

By implementing these best practices in online reputation management, hotels can establish a solid foundation for long-term success. Staying proactive, regularly monitoring and analyzing review trends, training staff, and adapting strategies based on feedback and industry trends enable hotels to effectively manage their online reputation and provide exceptional guest experiences.

In the final section, we will conclude with key takeaways and a call to action for hotel owners and managers to prioritize reputation management in their overall marketing strategies.


In this comprehensive article, we have explored the critical aspects of managing reputation and online reviews in the hospitality industry. We have discussed the significance of online reviews in influencing customer decisions, the importance of actively monitoring and responding to reviews, and the benefits of leveraging artificial intelligence for review analysis.

Additionally, we have highlighted the importance of proactive reputation recovery strategies, encouraging guest feedback and reviews, and implementing best practices in online reputation management.

It is evident that reputation management and online reviews play a pivotal role in the success of hotels. By actively managing online reviews, addressing guest feedback, and continuously improving service quality, hotels can enhance their reputation, attract more guests, and increase revenue.

We encourage hotel owners and management to implement the actionable strategies discussed in this article. From leveraging AI-powered tools for sentiment analysis to training staff on reputation management and customer service skills, each step contributes to a strong and positive reputation in the competitive hospitality industry.

Remember, reputation management is an ongoing process. Stay vigilant, adapt to changing trends and guest preferences, and consistently provide exceptional guest experiences. By prioritizing reputation management in your overall marketing strategies, you can position your hotel as a leader in the industry and achieve long-term success.

Take control of your reputation, embrace guest feedback, and forge meaningful connections with your guests. With the right strategies and a commitment to continuous improvement, your hotel can thrive in the digital age and stand out among competitors.

Start implementing these strategies today and reap the rewards of a stellar reputation in the hospitality industry.

Here are five hotel reputation management software provider:

  1. Revinate:

  2. ReviewPro:

  3. TrustYou:

  4. Medallia:

  5. GuestRevu:


What is your take on Hospitality Excellence: Managing Reputation and Reviews? Let us know in the comments.

By Mireille
Meet Mireille, a marketing and tourism expert. She crafts compelling marketing strategies using the latest techniques to attract, engage, and retain customers. Her deep understanding of consumer behavior and attention to detail drive measurable results for business growth. Find her exploring the world for new marketing insights to help clients stay ahead.


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