'By sharing all your experiences, you’re helping other travellers make better choices and plan their dream trips. That’s what you are told before posting a review of a hotel or restaurant on the website TripAdvisor.
But better choices and dream trips don’t always come into it.
You might just as easily be unleashing your venom on a rival establishment.
Or talking up your own enterprise. Or simply settling a few scores.'
'But the fake Oscar’s and the self-serving scribblings of Peter Hook — who has been suspended from his job pending an internal inquiry — were exposed not by TripAdvisor’s ‘detection systems’, but by an online company that specialises in ‘reputation management’.
KwikChex was founded three years ago and has been locked in battle with TripAdvisor ever since, as more and more small hospitality businesses seek its help in persuading the website to look into alleged false or fraudulent reviews.
‘It’s become one big mess — with TripAdvisor being a law unto itself,’ says Chris Emmins, founder and chief executive of KwikChex.'
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