Credits: The New York Times
By: Andrew Adam Newman
"While Web sites like TripAdvisor, which is owned by Expedia, amass consumer reviews, Oyster relies instead on 45 full-time reviewers who stay in hotels incognito and post their reviews and photographs."
"Earlier this month, the Advertising Standards Authority in Britain announced it was investigating the veracity of a TripAdvisor marketing slogan, “Reviews you can trust.” The investigation stemmed from a complaint by KwikChex, a brand reputation management company, which said as many as 10 million of the more than 50 million customer reviews on the site were bogus."
Above excerpts and full article on: The New York Times - Business Day