Trip Advisor the leading hotel review website faces possible legal action from a group of hoteliers. The hoteliers have been brought together by KwikChex.com and may launch a group defamation action regarding the critical content on Trip Advisors website.
Kwikchex.com alleges that many of the critical reviews on Trip Advisor are falsely planted by rival hotels or agents working for them. Trip Advisor's results are also fed to a rank of booking and comparison websites. This included Google Maps and Google Place pages. A negative review can have a serious impact on booking levels and popularity.
Trip Advisor publishes 35 million reviews per year and would find it difficult to screen all reviews for accuracy.
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