Filtered Voices

This teaching case examines how guest complaints become brand intelligence when they pass through online review platforms and AI-mediated monitoring systems. The case is set in upscale hotels in Tashkent, Uzbekistan, and follows a composite protagonist, Dilnoza Karimova, general manager of the anonymized Hotel Atlas, as she reviews a reputation dashboard that appears reassuring while underlying TripAdvisor and Booking.com complaint narratives suggest deeper brand-risk signals. The chapter asks whether managers should trust ratings, summaries, sentiment scores, and recommendation visibility, or redesign the dashboard around brand-risk severity. The case draws on a prior cross-platform complaint analysis and selected representative complaint excerpts to show how platform design and AI functions can summarize, score, rank, and soften guest dissatisfaction. The managerial dilemma concerns how to govern AI-mediated brand intelligence without allowing algorithmic outputs to become the final judge of customer meaning.

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