The 35 million hotel reviews posted on TripAdvisor reveal everything from snooty staff to filthy toilets, and sometimes the reviewer’s overly picky standards.
But those comments can also cross the line between honest criticism and unsubstantiated, inflammatory claims, with potentially damaging consequences for some hotels.
Although TripAdvisor does allow property owners to post responses to reviews, some hoteliers want the site to monitor comments more actively and take action when managers express concerns, especially when reviews border on libel.
As TripAdvisor’s influences grow, these tensions reveal how the free-for-all of online customer feedback differs from an era of professional reviewers operating under clearer guidelines.
“The world of the Internet and particularly social media has pretty much outstripped ethical guidelines, and some legal ones as well,” said Chris Emmins, a founder of KwikChex, a British reputation management company that is seeking to organize a lawsuit against TripAdvisor on behalf of its clients.
Full story: Hotels Seek Quicker Redress on TripAdvisor Reviews – NYTimes.com