6th October 2010
"Anyone can leave a review on TripAdvisor about anywhere, as the reviews can be anonymous and are unverified. Which means, says Adam, that the temptation to abuse the review system is simply far too great.
"I know lots of hoteliers who have been approached by PR companies offering to make up glowing reviews for them on TripAdvisor," he says. "I've also heard that many others are using friends and relatives to write fabricated, collusive reviews."
From my experience, some hotels also try to extract positive reviews from guests with bribery - ranging from the subtle (a bathrobe to use if you promise to leave a review) to the brazen (a free meal in return for enthusiastic comments)."