Since readers of fastenyourseatbelts.at have expressed interest on the issue of fake reviews, here is part two of my (e-mail-)interview with Ian Rumgay, communications manager for TripAdvisor Europe. Read about their take of fraudulent reviews.
Fake reviews are not really an issue. Putting it into context the overwhelming majority of
reviews are genuine. Only a small handful might beat our security.
The integrity of TripAdvisor reviews is protected by:
- A team of quality assurance specialists who are trained in manual review fraud detection and read every review prior to posting
- Proprietary automated tools that help identify attempts to subvert the system
- Spot checks by TripAdvisor
- Our massive community of more than 20 million monthly visitors who help police our content
When a suspicious review is identified, it is immediately taken down and we have measures to penalize hotels for attempts to manipulate the system. The vast majority of hoteliers understand the tremendous risk to their reputation and their business if they attempt to post fraudulent information on review sites like TripAdvisor.
Our safeguards are principally aimed at detecting systematic attempts to manipulate the system. However while the odd fake review may slip through the net, the sheer volume of reviews on our site provides an additional safeguard. According to our research, the typical traveller reads pages of reviews before selecting a property. The overall context provided by our extensive content gives travellers the ability to make an educated evaluation before they book and travel. Our candid traveller photos and videos also help them evaluate a property.
By the way, the video service TripAdvisor launched a couple of months ago is up and running and getting good take-up.
Also read my following articles on travel 2.0 in English:
Travel planning today – Greetings from the Easter Island III
Marketing manifesto for the travel industry – Interpretation of Jeff Jarvis
More to come at English+posts.