Hotel Review Websites

Summary from a ‘Times on Line’ report from the UK.

Open to all web based review sites can be right and could be very wrong! The following online review appeared to be a glowing endorsement of a fine hotel by the shores of Loch Ness. “My parents stayed many years ago and said what a lovely spot this place has. They were so right!” said the review of the Drumnadrochit hotel posted on TripAdvisor, one of the most popular websites for travel information.  “Well done to the staff, who were really charming . . . Have no hesitation in booking . . . the food is outstanding . . . Believe me you’ll love it.”

The gushing praise, however, was not the independent judgment of an ordinary guest: in fact, it had been written and posted by David Bremner, the hotel’s owner. He admitted the ploy but was unrepentant. “Maybe I shouldn’t have done it,” he said. “But I don’t think it’s that big a deal.” Real guests might not agree: some previous reviews had complained of high prices and shabby rooms. Either way, Bremner is certainly not alone in exploiting the booming number of online travel guides that allow the public to post their own reviews of hotels and restaurants.

 “Stunning new pub restaurant,” gushed the writer on eGullet, a website for food connoisseurs. The chap who posted the eulogy, failed to mention one significant fact: he happens to be the owner of the pub. He admitted that he should have revealed that he was the proprietor, but denied that he had been attempting to mislead readers. “I was misinterpreted,” he said.

The traditional published guides, often compiled by independent inspectors, are struggling, while online sites where checks are few are proliferating.

A Sunday Times investigation has shown:

• “Guests” who have never even stayed at a hotel can boost or depress its rating by posting fake reviews.

• Poorly rated establishments can lift their reputations from one to four stars in a matter of hours by posting fictional positive reviews.

• Some establishments attempt to damage the reputations of rivals.

• So tough is the competition that even top hotels and restaurants would consider placing fake reviews to maintain their status.

The best travel guides have traditionally been compiled by professional inspectors who visit hotels and restaurants incognito and fiercely guard their impartiality. But it is a costly business and one that can no longer compete.

Be wary and seek comments from a live travel consultant, or (if they still exist) a 'old' school review company who has hopefully been able to move to the web.