"TripAdvisor.com, arguably the most influential source of hotel reviews, has released its much anticipated Travelers Choice Awards for 2012. But not all hotels agree."
"Another company, UK-based KwikChex.com, is specifically targeting TripAdvisor in their efforts, placing pressure on the company to take more stringent measures in verifying reviews, including contacting reviewers for verification in the case of reviews flagged as suspect."
"Gemma Byrne, operations director at KwikChex, said "This is exactly what is needed. Contacting posters and asking for verification that they are genuine customers will substantially reduce review fraud and will help protect both consumers and reputable businesses.”"
Above excerpts and full story from www.digitaljournal.com