Spotting fakes, trust issues and responding to hotel reviews [INFOGRAPHIC]

As consumer browsing of online reviews to help select hotels has increased over the years, so have issues around trust, reliability and the age-old question of whether user generated content is genuine.

As reputation management company Olery has found (and compiled in a handy infographic), consumers accept that reviews generally meet their expectations of a hotel property but, worryingly, by 2014 around 10% of all travel reviews on the web could be fake.

The good news for hoteliers is that consumers appreciate management responses to reviews and such engagement can actually improve their impression of a property.

Disappointingly, less than one in five review sites allow managers to respond to reviews.

Here is the infographic:

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.

 

Comments

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  1. Chris Swaap

    I suppose it all depends upon what is defined as a fake review. We (as I am sure lots of us do) ‘selectively’ ask guests for reviews. Are these fake? They potentially distort the true review score/picture.

     
  2. Andrea

    Great Article! I work for an OTA and I always tell my hotels to respond to all reviews on our sites, whether they are negative or positive. The other upside to OTA’s is that the guest will have stayed there, unlike with TA where anyone can post anything online.

     
  3. Olery

    FYI: The fake percentage is based on a research by Gartner http://www.gartner.com/newsroom/id/2161315

    All numbers on this matter are estimates of course. If we would know the exact number, we also would know how to prevent this from happening and solve the problem. If KwickCheck is right, this is exactly 10% of the total reviews on TA.

    However, I would like to conclude that this als means that 90% of all reviews are genuine! And the infographic also shows that travelers appreciate the value of them. Even better: 80% thinks that the information represented reflected the actual stay.

     
  4. Roger Baylor

    Thanks Kevin. Most of the research I have seen shows the percentage of fake reviews are closer to 30% today. Check out the market metrix study for an example. Another firm KwickCheck, says between five and 10 million reviews on TripAdvisor could be fake. REALLY?

    I only rely on authenticated/verified reviews. I prefer to be influenced by resources I can trust.

     
  5. Christina Trapolino

    Fascinating stuff. I knew there was a fake reviews problem as a general rule; I didn’t realize it was on track to be MORE than 10% so soon! Thanks for the post; this is great data.

     
  6. Bob

    I’m not sure this article is real. The only think authentic about it is there are no exclamation points. Oh wait, I see those in the comments…

     
    • Kevin May

      Kevin May

      @bob – thx for the anonymous comment. It’s almost funny 🙂

       
  7. Andea

    Thanks, you’ve just convinced me to reply to our TA reviews!

     
  8. Emile - Olery

    Great! Thanks for sharing Kevin!

     
 
 

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