“…a person or company that endorses a service or product should be upfront about any financial connection they may have with the marketer. For example, if an employee of a hotel writes a review of the hotel, they must say they are an employee. Posing as an independent reviewer would violate the law…”
“…Fabricating a property’s appearance through the use of Photoshop or trick photography, or posting false online reviews to create a more appealing facade is not recommended or condoned by the American Hotel & Lodging Association…”
Misleading potential guests is not only ethically objectionable, it also minimizes the chance for repeat business, word-of-mouth referrals, and positive online reviews. Additionally, planted reviews are typically transparent and the intended result has the opposite effect.
For hoteliers, AH&LA recommends addressing and responding to negative online comments and accurately representing the hotel in online and offline material to ensure guest satisfaction and long-term success. For consumers, AH&LA recommends reviewing a mix of high, low, and medium online reviews to identify consistent characteristics of the hotel. Additionally, it’s advised to use multiple sources to obtain the most accurate depiction, including visiting the hotel’s Website, online and offline review sources, and Facebook.”
For more: http://today.msnbc.msn.com/id/41741701/ns/today/
A Volusia County hotel is threatening legal action after a website listed the hotel as one of the dirtiest in the country.
According to state officials the report by TripAdvisor.com paints an inaccurate picture of conditions at The Desert Inn Resort.
The owner Dennis Devlin showed WFTV his hotel which is located on Atlantic Avenue in Daytona Beach. Devlin said he’s furious at the travel website, which advertises reviews from travelers.
“When they put someone on a list you think they’d at least do an onsite inspection to verify what they’re saying is true,” said Devlin.
Some of the reviews said the Desert Inn Resort has roaches; however, the hotel just passed a state inspection which looks for sanitation and safety violations. Devlin claims that a majority of the reviews are bogus. “One person can write two negative reviews a month just by having different email addresses, different IP addresses.”
A spokesperson from TripAdvisor.com told WFTV that the reviews are based on cleanliness ratings from travelers who said they’ve stayed at The Desert Inn Resort.
They said out of hundreds of reviews, 80 percent wouldn’t recommend the hotel. WFTV asked if they check hotel confirmation numbers or receipts to prove its travelers stayed at the hotel. A spokesperson said they don’t ask for that information. Delvin said it’s unfair and that’s why he plans to sue TripAdvisor.com.
For more: http://www.wftv.com/news/26665059/detail.html