TripAdvisor's impact on the hotel industry is under scrutiny.Credit: Paul Jones
Hardly a week goes by without TripAdvisor sending a list of some sort to its 15 million registered members. One of the latest lists is "the most romantic hotels in the world" but the one causing controversy is the "10 dirtiest hotels" list.
It names and shames hotels in Asia, Canada, Europe, France, Italy, Britain and the US and generates worldwide publicity.
But the media attention this year is not directed so much on the so-called dirty hotels as the methodology TripAdvisor uses in compiling its lists and the veracity of the 30 million reviews and opinions on its website.
Britain's newspaper reports that the owner of Blackpool's two-star Grosvenor Hotel, the hotel that topped the British and European dirty lists, says it earned the dubious distinction on the basis of 35 poor reviews, all anonymous. Chirag Khajuria said in the six months since he took over management of the hotel he has welcomed more than 3000 guests, with many of them returning. Another owner is considering legal action, claiming the comments on his hotel are based on outdated observations made before a major refurbishment.
In its defence, TripAdvisor says the list is based on a "proprietary algorithm" that includes factors other than anonymous reviews. But that is not placating European hoteliers, who want legislation to ensure the website overhauls its system.
One of the major concerns about TripAdvisor, which was started 10 years ago by IT specialist Stephen Kaufer, is that the reviews are anonymous. Critics argue this exposes the site to manipulation. TripAdvisor has started posting warnings on reviews it suspects are fraudulent but refuses to elaborate on how it discerns genuine reviews from those intending to harm a business.
"We can tell you that we dedicate significant time and resources ensuring that the content on TripAdvisor reflects the real experiences of real travellers," a statement on the website says.
Not only are reviewers anonymous, they do not need to provide proof of stay. TripAdvisor believes such a condition would mean travellers "would be missing out on valuable customer-service experiences that may not have included an overnight stay, or staying at a hotel with a friend or family member who is paying for the room".
TripAdvisor's clout cannot be overestimated. There are 15 million registered members and the site, now owned by Expedia, the world's largest internet travel agency, attracts 25 million unique visitors a month.
The general manager of communications for the Accor group, Peter Hook, says TripAdvisor has revolutionised the industry. His company, which has 4100 hotels in nearly 100 countries, requires that its general managers keep a close watch on the site and what is being said about their hotel. "All our general managers are told to keep it front and centre," he says. "It's not only a barometer of a hotel's performance but a way of responding when there is something negative."
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