I’ve used this blog in the past to express my concerns about websites like TripAdvisor that post glowing reviews of hotels, knowing full well that the positive comments are usually submitted by the hotel itself or its staff.
Now comes word out of Great Britain that the government’s Office of Fair Trading is investigating allegations that hotels are offering incentives to guests in exchange for glowing online reviews of the property.
One of the properties alleged to be offering guests perks for good reviews is the Cove Cornwall in Lamorna, which reportedly encourages guests to become “brand champions” by posting “honest but positive” reviews on online review sites, including TripAdvisor, Michelin and the Good Food Guide.
Reviews of The Cove on TripAdvisor are, indeed, mostly positive. Of 87 reviews, 57 rated the hotel excellent, the highest of five categories.
Hotel management denies the allegations of bribing guests and trying to manipulate reviews. “In no way are we paying people to put positive reviews on TripAdvisor,” owner Lee Magner told the Mail Online. “We are merely rewarding their loyalty.”
TripAdvisor spokesman Kevin Carter told msnbc.com, “Property owners are welcome to encourage their guests to submit user reviews … but it is strictly against our guidelines for businesses to offer incentives, discounts, upgrades or special treatment on current or future stays in exchange for reviews.”
It comes as no surprise to me that this is happening and here’s the scary part – it’s only going to get worse folks.
So who should you trust? How about sites that are run by credible journalists like my own travelife.ca, which employs professionals to rank and rate hotels.
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