Government probe into online reviews
The Competition and Markets Authority has launched a probe into online review sites to check the information posted is ‘genuine, relevant and trustworthy’.
The travel industry is being asked to submit its experiences – good or bad – as part of the CMA’s ‘call for information’. The deadline for responses is March 25.
A spokesman confirmed that the authority was interested in receiving information from all sectors including hotels, tour operators and agents.
The CMA said reviews and blogs were playing a growing role in helping consumers to make shopping decisions, including finding hotels.
But it said there were a number of potential concerns about the trustworthiness or impartiality of information in some reviews and endorsements that are being provided to consumers.
Hotels and tour operators have previously complained about fictitious or malicious reviews posted by customers or rivals.
One hotel in Blackpool went to the extreme of charging a couple £100 extra after they left a poor review on TripAdvisor, saying it was in the small print of its booking form.
Nisha Arora, CMA senior director, consumer, said: "The information contained in online reviews and endorsements can be a powerful force in the hands of consumers.
"Businesses have always known that ‘word of mouth’ is one of the most important factors for potential customers; what online reviews and blogs do is to provide a greatly amplified version of this. However, for this sector to work well it is important that this information is genuine, relevant and trustworthy.
"We are calling on consumers, businesses, review sites, bloggers and others who play important roles in this sector to help us understand how well it is working before we consider whether further action is needed."
Click here to submit a response.
In a recent TravelMole guest comment, Richard Harrison, managing director UK for Reputation.com, said hoteliers should embrace guest reviews, even the bad ones.
Diane
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