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

This case study centres on Didier and Eric, the owners of Riad Houdou, a 4-star hotel in Marrakech, Morocco. Set in 2023, this case study explores a challenge they faced when negative online reviews on Google and Expedia criticised the Riad’s cleanliness and maintenance, questioning its high ratings and accusing the owners of self-promotion. Upon investigation, Didier discovered the reviews stemmed from a guest and his friends who violated hotel policies by bringing unregistered female visitors. This led to the owners intervening to enforce their policies and remove the guests. The owners believe that the omission of this incident in...