Travel websites tighten up on fake reviews

Expedia Inc. and Priceline.com Inc. are just among the many travel websites that tighten up on false consumer reviews of hotels, which could weaken a development area.

Reliable sources of fact are at times difficult to locate on the Internet, and several sites have become totally enticed with the reviews provided by users, which often show unbiased opinions – paying only low amount to the Web provider.

However, the accuracy and authenticity of the information is not frequently 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 Priceline.com's Chief Executive Jeff Boyd.

"It's somebody who's in effect been paid to make the property look good", said Boyd during the 2007 Summit in Los Angeles that was held at the Reuters Hotels and Casinos this week.

According to comScore, a research agency, around $69 billion was used up in 2006 at online travel sites, an increase of 13% from 2005. The biggest hotel review site, Expedia’s TripAdvisor, said that 97% of reviewers go back to the site to set up their next travel.

Priceline.com said that they address the problem by determining if the reviewers have indeed stayed at the hotel, only then are they allowed to post their opinions.