6 years ago

Irish hotel group denies employees told to post positive reviews

Ireland-based Carlton Hotels Group says there is no strategy for employees to post positive reviews on TripAdvisor despite an Irish Times newspaper report this morning.

According to the report a Carlton internal communication laid out plans for the company to take a more proactive approach to reviews on TripAdvisor with hotel managers nominating staff to write fake reviews.

However, a statement from Carlton denies any such policy was ever planned and that the internal email was ‘misinterpreted’.

The statement adds that hotel managers within the group were contacted immediately after the email was sent to say it was incorrect.

The company says it is now conducting a full investigation into the matter.

A TripAdvisor statement says it is also taking the matter seriously and conducting its own investigation:

“Attempts to manipulate TripAdvisor are extremely rare as the vast majority of hoteliers understand the tremendous risk to their reputation and their business if they attempt to do this. We take serious steps to penalise businesses who are caught attempting to game the system. Posting fraudulent material is both a violation of our terms of use and against the law in many countries.”

Carlton also says it is unaware of any reviews being posted on TripAdvisor as per details in the email.

Separately, a ruling from the Advertising Standards Authority is expected tomorrow following a complaint made by Kwikchex in September over claims on TripAdvisor’s UK website that it provides genuine reviews from real travellers.

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About the Writer :: Linda Fox

Linda Fox is deputy editor for Tnooz. For the past eight 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.



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  3. steve nicoll

    as a backpackers hostel owner for the last year. i would confirm that properties putting up their own reviews is widespread on tripadvisor. complaints to tripadvisor are hardly taken seriously. it used to be that you had to explain any complaint about fake reviews in no more than 50 words. tripadvisor dont want to know about fake reviews. they just want as many reviews on their site as possible.


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