Published on Wednesday, September 14, 2011

TripAdvisor dumps word 'trust' from hotel listings

Travel reviews website TripAdvisor has removed the slogan "reviews you can trust" from its hotel listings, but it says the move is unrelated to an ongoing investigation by the Advertising Standards Authority.

The ASA is looking into complaints from thousands of hoteliers that allege TripAdvisor contains misleading and fraudulent reviews.

The advertising watchdog is also looking into the use of the word "trust" on the site following a complaint from online reputation management company KwikChex that this is a misleading statement.

TripAdvisor said it had changed the slogan "reviews you can trust" to "reviews from our community" as part of the site's evolution. Spokeswoman Emma O'Boyle said: "As with all marketing messaging, the wording used on the TripAdvisor site is constantly evolving to reflect different aspects of the business.
"The “Reviews from our Community”, which is now visible on the hotel pages, is also part of our ever-evolving communication efforts, this time highlighting our commitment to our all-important community.

"The description of TripAdvisor as a trustworthy source of travel advice and information continues to be used in other parts of the site, and by example you’ll still see this wording on the homepage."

By Linsey McNeill

Your Comments

, be the first to post a comment.
Your email:

Email other comments made to this story
Code Request a new picture 5 characters

NOTE: Comments are subject to admin approval before being posted.
Mole Poll
Despite Trump, Brexit, Terrorism and falling Pound are sales good ?
YES 51.7 %
NO 48.3 %

Thank you for your vote

Move scroll bar (above) left to right for more videos!

Sponsored features

Undercutting is not for the long-term. Demise of volume players.

The recent insolvency of Low Cost Travel Group, one of the large players in the travel industry had a big impact on the travelers, hotels and all related players from both wholesale & retail arms. There were about 27,000 people on a holiday who had booked through the company comprised of a €200 million wholesale arm and €500 million OTA / retail arm.