Hotels and restaurants warned against posting fake online reviews

21 November 2012
Hotels and restaurants warned against posting fake online reviews

Restaurants and hotels risk a loss in revenue and an irreparable if they are caught writing fake online reviews, according to online reputation management consultancy

Reviews and referrals count for an average of 70% of a company's new business, according to the company.

Traditionally, these referrals are made word of mouth and customer-to-customer but reviews and referrals are more frequently made and found online in today's technology driven environment.

Mark Hall, managing director at GotJuice, said: "Until recently it has been made very easy for opportunist business owners to enhance their company's online reputation by simply writing fake positive reviews and asking friends and family to do likewise without any repercussion.

"This, of course, amounts to nothing but fraudulent behaviour, but was seen as an easy route to not only enhance their own reputation but also - for some - as a way to harm their competitors by posting fake negative reviews about them."

Hall warned that these businesses are to be named and shamed by major review sites, such as TripAdvisor and Yelp, and they will have their profile marked for all to see.

"With advancements in technology, review platforms have started to launch new initiatives to rid their sites of fake reviews and name the guilty in the process," he explained." Yelp is the first to roll out the technology and it is expected that TripAdvisor and other major review platforms will follow suit shortly.

"Any business that publishes fake reviews or pays for reviews will have their profiles] branded with a stamp that informs the consumer that they can't be trusted."

He said that GotJuice welcomes the move and added that "if caught, the mud will, and should, stick to the guilty parties for a long time".

By Janie Manzoori-Stamford

E-mail your comments to Janie Manzoori-Stamford here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to jobs

Looking for a new job? Find your next job here with jobs

[Blogs on ]( Catch up with more news and gossip on all Caterer's blogs
[E-Newsletters]([ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking