Travel professionals go by many names. With the de-emphasis of Instant Booking, TripAdvisor switched back to the traditional metasearch model of redirecting users to partner sites (such as Expedia or hotel websites) to confirm their booking, rather than facilitating the booking within TripAdvisor’s platform.
On our recent travels, we tried to piece together how many of the reviews were fake (incorrect details, information that was included based on a media story but not an actual person, etc.). Our best guess is that at least 60% of the reviews are fake.
TripAdvisor issued a message at the top of the page, saying: Due to a recent event that has attracted media attention and has caused an influx of review submissions that do not describe a first-hand experience we have temporarily suspended publishing new reviews for this listing.
The company has been embarrassed by recent exposes where a homeless shelter was propelled in the TripAdvisor rankings to become one of Britain’s top hotels or a five-star restaurant in Italy that is Michelin quality but turned out not to exist at all.
61 The ASA found that TripAdvisor “should not claim or imply that all its reviews were from real travellers, or were honest, real or trusted”, 62 and as a result of the investigation, TripAdvisor was ordered to remove the slogan “reviews you can trust” from its UK web site.