Millions of holidaymakers are being misled by phoney reviews on leading travel website TripAdvisor, it has been claimed.
Hotels have been accused of trying to manipulate their ratings on the site by paying third parties to lavish fake praise and five-star write-ups on their establishments – and to rubbish their rivals.
Fakespot, a website that seeks to weed out bogus reviews, claims that up to a third of reviews posted on TripAdvisor are not legitimate. And its says that supposedly top-rated bed and breakfasts have almost twice as many ‘fake’ reviews as less favourably reviewed accommodation.
However TripAdvisor angrily rejected the claims as inaccurate, misleading and unreliable.
Fakespot founder Saoud Khalifa said: ‘I would advise TripAdvisor users to approach every review with scepticism.’