We're talking about TripAdvisor, the online review site for the hotel industry. Final judgment comes directly from the ASA, Advertising Standards Authority, which after more than four months has concluded its investigation phase against the British giant.
The reason is simple and well known: fake reviews. It's a serious matter, but it is quite ridiculous to read about TA's statement stating that "there are no fake comments or fake reviews on our site." Let's face it, it's like saying that there is no crime all over the world. Apparently even the objectivity can be bought at the supermarket ...
The conclusion reached by the ASA is that inevitably these fake reviews are possible as well as highly likely, if not certain, as then ascertained. In fact, this story was born more than a year ago by two anonymous hoteliers who simply showed how it was possible and very easy to post fake reviews, both on themselves to improve their visibility and, on the contrary, on its competitors profiles in order to destroy their reputation.
At that time, the ASA started its investigations, new realities were born as Kwikchex, created for the management and preservation of the online reputation of individuals, businesses and users in general.
Surely it is an exaggeration to say that only two hoteliers put the giant TripAdvisor in trouble, but it certainly helped to create awareness among other hoteliers, hotel managers and hotel employees in general.
When small hoteliers raise their voices...
Madeep.com
