Adele Gutman is a hospitality expert with decades of experience in the hotel industry, and today she focuses specifically on helping businesses use online reviews to further drive the success of their property. In this interview, we talk about what it was like during the early days of TripAdvisor, when guest feedback first went public, and how Adele and her team embraced the idea of people sharing their experiences online, rather than being intimidated. Adele’s “Service is Marketing” philosophy suggests that in order to gain five star reviews, you must provide a five star experience, and the cost of not doing so is an expensive mistake that you want to avoid. Additionally, Adele talks about how she works with companies to help craft their “dream reviews” and then work backward to bring them to life.