TripAdvisor is expanding its customer care division with the appointment of Sue Worth in the newly created position of Customer Care Manager, EMEA and the launch of a dedicated customer support number for registered owners and managers on TripAdvisor.

This latest development comes after a number of accusations from hoteliers that Tripadvisor has damaged their reputations.

Sue’s role includes leading a new European customer care unit dedicated to supporting the hospitality industry and delivering a superior customer experience for TripAdvisor’s owner communities. The announcement of this appointment coincides with the launch of a brand new customer care number for registered owners.

The initiative is the latest update to Tripadvisor’s support programme, following the appointment of John Dila as Director of Customer Care in March 2011, with the aim of offering responsive, high-quality customer service to the hospitality industry.

“We’re delighted to have Sue on-board,” commented John Dila, Director of Customer Care at TripAdvisor. “Her years of industry experience and her natural inclination toward superb customer service delivery will be integral in developing excellent customer care for the EMEA region, an integral part of our global operations for success.

This appointment, along with our new dedicated customer support number sends a strong message about our commitment to delivering quality customer care for accommodation owners.”

Sue Worth has a wealth of experience in customer care in Europe and beyond, having worked for tour operators, airlines and accommodation organisations. Sue has been Guest Relations Manager for the Gloucester Hotel in London and has been responsible for implementing customer experience programmes for a number of high profile companies in the technology and hospitality sectors, including Gulf Air Holidays.

Sue joins TripAdvisor from a division of Invensys Operations Management, a FTSE100 company specialising in carbon and energy solutions, where she led their customer experience unit.

“I am delighted to be joining TripAdvisor and working with the new customer care team with the aim of providing great customer care at all times,” commented Sue. “I am very much looking forward to developing the relationships we have with our European members and owners.”

TripAdvisor will be launching the customer service number in the UK and Italy to registered owners, before rolling out language-specific phone numbers for the rest of EMEA, APAC and the Americas.