We've had two false reviews posted this summer, both, we believe, by kitchen staff who left/were sacked. Tripadvisor have so far refused to meaningfully respond, despite endless emails and letters to their CEO and UK directors. I'm fed up of the double standard where any idiot can set up an email address and post a review with total anonymity, whereas hotels are named and shamed and cannot respond. The whole tenet of Tripadvisor is that the site and the reviews are "the truth". Their almost Orwellian circular premise leads them to refuse to accept that any review can be false, and rejecting management responses that suggest this. This extends to rejecting evidence proving a review is false because "they do not 'fact check' their reviews"
We would like to change the way in which Trip Advisor deals with hotel owners and the review process. At the moment TA completely denies any likelihood of false or misleading reviews by not posting any management responses that question the validity of a review, and by taking down any comment on their forum which they dislike.
We are taking a number of steps to put pressure on TA and we would be very grateful for your support.
1) We have contacted the BHA (British Hospitality Association) about TA and the false review issue and as a result their September round up will elicit views and opinions on TA. They will be lobbying Visit Britain and Visit London not to go ahead with plans to put an establishment's last 5 reviews on their sites until the false review issue is resolved. But we need the BHA to understand the scale of the problem, not only of false reviews, but the number of other issues that hotel owners have with the site. If you have had issues with TA please could you contact the BHA.
2) We have also started a twitter where I am documenting TA's responses. Stephen Kaufer is following and currently there are 415 followers.
3) We have been very active on TA's forum site. Everytime anyone writes in complaining about a false review we answer them and re-direct them to a thread which we started asking for the site to change. I am also collecting all these forums posts (currently about 2 per day). TA often take down my posts and that of the people who complain but we are very persistent.
4) We started a blog about TA. We will be documenting their responses to posts on their forums and very interesting e-mails about their posting rules.
5) We have put up a social networking site, where you will be able to posts complaints about TA, share rants and get general support and feed back. This is on ning and is called the truth about trip advisor. We are not allowed to post a link here.
6) We are gathering support for a class or specimen action against TA for defamation.
One small hotel can do very little. A thousand small hotels working together can make enough noise to be noticed. Ten thousand small hotels can force a change. So make yourselves heard.
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