Hotels’ fury at ‘fake reviews’

The influential TripAdvisor, which gets up to 40million hits a month, also lists millions of reviews that are more than 18 months out of date, it was claimed last night.

The criticisms of the US-based site come after Dragons’ Den star Duncan Bannatyne labelled TripAdvisor a “despicable and cowardly” site.

EXPRESS CASINO: GET A FREE BONUS OF UP TO £150 NOW!

The Glasgow-born entrepreneur was horrified when a luxury hotel and spa he owns was likened to Fawlty Towers in a review.

He says TripAdvisor’s policy of publishing all the reviews it receives opens it up to claims that rogue reviewers and competitors are posting dishonest reports to tarnish other businesses.

The latest attack on the site came from Kwikchex, the online reputation-management company, which is acting for around 800 hotels and restaurants angry at what they call unfair and damaging reviews. The company plans to bring a group legal action against TripAdvisor and similar sites.

Kwikchex founder Chris Emmins said: “The effect particularly on small businesses of a fake or completely untrue review can be devastating.

“Our estimate is that there are at least 27,000 legally defamatory comments on TripAdvisor, allegations that are false and should if necessary be tested in court.

“We also estimate there are several million reviews that are out of date by more than 18 months and more than 100,000 businesses listed on the site that are closed, some for many years.

“A huge number of businesses are under attack from people carrying out absolute fraud reviews, totally false, ­malicious and often vile allegations often by competitors and disgruntled ex‑employees.”

TripAdvisor insists it never comments on threatened or pending legal action. Spokeswoman Emma O’Boyle claimed they investigated every suspicious review and took a zero-tolerance approach to rogue postings.