War on fake travel content intensifies – now it is time to rate the hotel review sites
In a bizarre twist in the battle to rid the industry of fraudulent reviews, reputation management firm Kwikchex has unveiled a star-rating system for review sites.
Under the system, review sites are awarded a star-rating from five (for sites where reviewers are identified and purchase of a product or service is verified) to one star (those that have little means to authenticate the content).
In this latest move, Kwikchex is setting itself up as the consumer champion and the company plans to publish its ratings, with companies welcome to challenge them if they disagree.
Chris Emmins, boss of the reputation management firm, stresses consumer reassurance has always been a core focus for the company which has been building up a ‘global consumer group’ and plans to extend it to act as part of its ‘quality assurance resource’.
Alongside the star-rating system, Kwikchex is also making a submission to the Securities & Exchange Commission regarding concerns it has over TripAdvisor’s ability to authenticate reviews.
A further submission to the European Court of Human Rights is also being made regarding individuals being unable to defend themselves against defamation and harassment online.
In January, following a complaint made by Kwikchex, the Advertising Standards Authority ruled against TripAdvisor saying the site should stop claiming reviews are real, honest or trusted.
Here is the rating criteria in full:
NB: Rating image via Shutterstock.
Linda Fox is deputy editor for Tnooz. For the past six years she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine.
In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management and research companies.
Prior to her freelance career she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.