Bogus reviews are under travel sites’ microscope
Two travel websites are taking that stance, by cracking down on falsified reviews for hotels and transportation.”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 (via Reuters).
Websites like Priceline.com and Expedia.com have begun monitoring each review submission to ensure that reviewers have actually stayed at a specific hotel or used specific transportation hubs. They are employing fraud experts to go through the submissions.
Online travel sites saw $70 billion in revenue in 2006, and that number is expected to grow in 2007. More than half of all travel plans are expected to be completed over the Internet this year. In addition to booking their travel, consumers are expected to do the bulk of their travel research online in 2007.