As reviews gain acceptance, controversy continues

Sixty percent of consumers now say they consider travelers’ online reviews when booking a vacation, according to a new study. But this has not come without controversy as reports continue about fake reviews and some potential reviewers coming up with blackmail schemes.

"With the growing popularity and influence of social media and online review sites, it isn't surprising that more and more consumers are using these sites as resources when booking their travel," said Daniel Durazo, director of communications for Mondial Assistance, USA, which conducted the study. He added:

"In these tough economic times, consumers want assurance that if they are going to spend on travel, they are selecting the best experiences, and reviews from peers and colleagues act as a security blanket for uncertain travelers."

The most influential evaluator is TripAdvisor, where abuses and false reviews have been well publicized in recent news reports. Some customers are clearly using the increased power of such sites to try for free upgrades or refunds in cases where nothing was wrong, reported various sites including telegrah.co.uk.

“Industry experts have said that a bad rating or review on the popular ratings site can be costly, sometimes to the tune of tens of thousands of pounds in lost bookings,” says the Telegraph.

In addition to being the most influential, TripAdvisor claims to be the world's biggest travel site, with more than 50 million reviews, all written by consumers.

Recent reports claimed that more than 80 hotel and bed-and breakfast owners have reported being subjected to threats from customers using blackmail.

Incidents include 50 per cent discounts when a guests checks in, in order to prevent a “one-star review,” while others have posted false reports on food poisoning and theft.

On TripAdvisor's own message boards, scores of owners describe how guests have made similar attempts to extort money, The London Times reported.

A typical posting read:

"I am fed up of blackmail by guests either asking for upgrades and promising to put a good report on TripAdvisor (sic) or people who complain stating if we don't get our money back + compensation I will put a bad review on."

Some news stories have also recently said up to 10 million reviews are faked.

A spokeswoman for TripAdvisor said: "We take allegations of blackmail or threatening behavior by guests against property owners very seriously. Not only is it strictly against our guidelines, but it may also be illegal."

By David Wilkening