Travel websites, such as Priceline.com Inc. and Expedia Inc., are clamping down on fake online consumer reviews of hotels, which could undermine a growth area.
Trustworthy sources of information are sometimes difficult to find on the internet, and user reviews have become a way for many sites to offer apparently unbiased opinions - at a low cost to the web companies.
But the authenticity of the opinions has not always been reliable.
"We have certainly seen instances with other properties where insiders have put reviews up for a particular hotel or a particular thing and it's not a legitimate review," said Jeff Boyd, Priceline.com's chief executive officer.
"It's somebody who's in effect been paid to make the property look good." Mr Boyd said, speaking at the Reuters Hotels and Casinos 2007 Summit in Los Angeles this week.
There's a lot at stake. About $69 billion were spent last year at online travel sites, up 13 per cent from a year ago, according to research firm comScore. Expedia's TripAdvisor, the largest hotel review site with more than five million reviews, says that 97 per cent of reviewers return to the site to plan their next trip.
Priceline.com says it addresses the problem of bogus reviews by only allowing users to post opinions if its records show that the person has stayed at the hotel.
Every review on TripAdvisor is read by a person trained in fraud detection. If a fake review does slip through, it is taken down immediately, and hotels seeking to "game the system" are penalised, said TripAdvisor spokesman Brooke Ferencsik.
Trustworthy sources of information are sometimes difficult to find on the internet, and user reviews have become a way for many sites to offer apparently unbiased opinions - at a low cost to the web companies.
But the authenticity of the opinions has not always been reliable.
"We have certainly seen instances with other properties where insiders have put reviews up for a particular hotel or a particular thing and it's not a legitimate review," said Jeff Boyd, Priceline.com's chief executive officer.
"It's somebody who's in effect been paid to make the property look good." Mr Boyd said, speaking at the Reuters Hotels and Casinos 2007 Summit in Los Angeles this week.
There's a lot at stake. About $69 billion were spent last year at online travel sites, up 13 per cent from a year ago, according to research firm comScore. Expedia's TripAdvisor, the largest hotel review site with more than five million reviews, says that 97 per cent of reviewers return to the site to plan their next trip.
Priceline.com says it addresses the problem of bogus reviews by only allowing users to post opinions if its records show that the person has stayed at the hotel.
Every review on TripAdvisor is read by a person trained in fraud detection. If a fake review does slip through, it is taken down immediately, and hotels seeking to "game the system" are penalised, said TripAdvisor spokesman Brooke Ferencsik.