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We are not crooks

February 9, 2006

My article about online hotel reviews drew an interesting response from Ideal Hotel in Paris. The property’s owner, Nawar Alsaadi, e-mailed me and suggested that this scathing review was posted on TripAdvisor by someone who didn’t stay at his hotel.

The write-up detailed an unfortunate overbooking situation in which a nameless guest was offered alternate accommodations at a hotel described as “a complete dump” and concluded, “No matter how reasonable you think the price is avoid this place at all costs!”

Although Alsaadi was allowed to post a rebuttal on TripAdvisor, he said he would prefer the site to remove the review because, he says, the incident probably never happened.

“It is fairly certain at this stage,” he wrote in an e-mail to TripAdvisor, “that whoever wrote this review is either a disgruntled employee, a competitor (possibly one of the two hotels mentioned as good in the review), or simply racist because the hotel owners are from Iraq.”

TripAdvisor’s response, from someone named “Corie” seemed as boilerplate as it was dismissive: “We determined that the review does meet our review criteria and will remain posted on the site. Since reviews are posted by our members on our open forum, and we do not verify the information posted in them, we are unable to provide you with proof that this member ‘reserved, stayed or actually visited ideal hotel’.”

Alsaadi is exasperated. “Here we are in a situation where anyone from anywhere can post any review they wish, while hiding under the cover of anonymity,” he wrote to me.

I’m not going to take sides in this dispute. But the more I learn about the online hotel review process, the more I am convinced that the system is seriously, and possibly even hopelessly, flawed.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

10 comments

  • Ed Hahn

    The system is flawed, only if the reader takes everything that’s written as reality. I’ve read side-by-side hotel reviews on Trip Advisor that totally contradicted one another.

    I evaluate adverse reviews the same way I evaluate “everything is perfect” reviews on the booking sites; with a block of salt.

    I’ve also found that people who write the kinds of reviews that totally trash a place are not the kind of people I want to be in the same hotel with, anyway.

    One last thought: the biggest problem, generally, is that people’s expectations get too high and this impacts their review negatively. I try to travel with an open but not empty mind.

  • Jennifer Hawkins

    Chris,

    I agree with your writer. We have had a situation with more than one of our clients — hotels primarily — who have been sabotaged unfairly by disgruntled employees. Some of the untrue comments can be pretty devastating and unfortunately do affect perceptions of prospective guests.

    The system isn’t perfect and it is a wonderful idea in concept, but the hotels surely need to be able to rebut and in turn offer some prompting to their satisfied customers to go on these sites and write positive reviews.

  • Joseph Carr

    I know that when I am reading reviews and find one that is totatly negative, my reaction is to wonder about the person who wrote and disregard what the person is saying about the hotel.

  • Peter Fields

    I would tend to agree that it’s best to be skeptical when reading a review that completely trashes a hotel or bed and breakfast. I’ve stayed in many that I found to completely wonderful, where the inn keepers will go out of their way to insure that your stay is as comfortable as being home, only to read on Trip Advisor “one” out of twenty where it was obvious that the writer didn’t stay at the same hotel I did. I don’t agree with reviews being anonymous. That’s the coward’s way out. I believe all reviews should only be posted by verified “members” with verifiable e-mail addresses. If you think you have the cajones to possibly ruin someone’s business, have the cajones to sign your name to it. Otherwise, move along.

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  • chaup

    I never believed any site that accepts advertisements is unbiased. The car magazine is going to give out “best car of the year” to its biggest advertiser; the PC magazine is going to give out “best buy” to its biggest advertiser and so on. All these reviews are all scams.

  • Marty

    I have done some investigation here about Tripadvisor. I have worked with hotels for many years and this is what I can say for sure.
    Hotel owners, mostly independent hotels, have lost control of their industry. Third parties have taken over while having little or no investment. These third parties, i.e. Tripadvisor, Hotels.com, Expedia and Hotwire, all of which are owned by Barry Diller have turned the independent owner into a pawn by having the ability to manipulate the reveiws in such a way that they can actually redirect customers without them even knowing it.
    How so? O.K. Go to Tripadvisor pick a city and see what you find. A list of hotels in a rating system from one to whatever number. If we believe the reviews some might have 15 reviews and are rated # 1, 2 or 3 (often these hotels have only recently signed up with these third parties). Then one will have 100 reviews and be rated somewhere in the so so area. Yet the 100 reviews have 75 very good ratings. The highest rated one could very well be an old hotel under new management and it might have been a dump in its previous listing life. The new hotel owner swiftly loads his fake reviews by having his family and associates post fake 5 star reviews. Tripadvisor can not stop these fakes if they are loaded in by different computers with different IP addresses. Think Kinko’s, UPS stores, etc. or even office depot while appearing to be looking to purchasing a new laptop.

    This also applies to the other side of the picture. Someone loads bad reviews of their competitor. Or a crazy customer that did not get a discount and just creates new email accounts and looks like 30 different people. This all happens on tripadvisor every day. Because they do not require proof of you even having stayed at the hotel.

    Now lets look at how Tripadvisor makes money. They make a % of every unit booked on Hotels.com, Expedia, Hotwire or an affiliate. No you say tripadvisor does not get a commission. Well kind of? They get a pay per click fee from most of their links. So the more they keep you going in circles the better. More clicks.
    However Expedia, Hotwire and Hotels.com are owned by the same person that owns Tripadvisor. 25-35% of the hotel rate is what they get. Some hotels have contracts that are better for Expedia, etc. so you are now very cleverly directed to these hotels. How? By manipulating the reviews that is how. They remove negative reviews or hold back positive ones. Do they write them? No they just maneuver them. Which is the same thing in my book.
    Also most of the time there is no discount at all. You just think you got one. Just check the room rate or call the hotel before booking and you will see that.
    Now in the beginning these third parties were great for independent hotels because it got them in with the big boys on the web. Where can a small independent advertize. They could not take ads in every city in the world. So that was good in the start. However when Barry Diller saw the manipulation that was possible he began to purchase these companies and here we sit today all arguing with one another while he rakes in the cash.
    The last thing that no one gets is this. Third parties have raised the price of rooms over the years. Hoteliers have adjusted prices to include their third parties commissions. Just a fact of doing business. As usual the angels become the devil and that what third party bookers have become.
    Always call the hotel before booking. Because third party bookings get the worst rooms in a hotel because your booking is classified as a bargain hunter. If you book direct you get treated better and you have a direct relationship with the hotel not some third party that holds the hotel, less commission, funds for up to 30 days or more. Many times if there is a problem the hotel will tell Expedia to refund a guest payment. In that event what sometimes happens is the guest is told that the hotel would not refund the money. Then the hotel does not get the funds and Expedia keeps it all. No you say! They would not do that! Well let me show you how far they will go. Lets say you book a $100.00 + tax and the Hotel is paid $70.00 + tax. Where do you think the tax on $30.00 goes. Nowhere Expedia keeps it. Now if a company will cheat every city in the world out of sales taxes what do you think they will do to you. “BARRY DILLER” you are a piece of work!

  • Marty

    Here it is confirming part of my last post.
    This is just the tip of the iceberg.

    Notice of Credit from Class Action Settlement

    You are receiving this notice of credit because you booked a hotel stay through Expedia and paid “Tax Recovery Charges” or “Service Fees” during the period from January 10, 2001 through June 11, 2008. As part of the settlement, you are entitled to receive $100.80 in the form of an Expedia Coupon. The coupon has been deposited into your Expedia Account and is available for use on Expedia.com. You must book your travel by July 31, 2011 and complete travel by January 31, 2012. Your coupon expires when the total amount is used or on July 31, 2011, whichever is earlier. If you use your coupon to make a reservation, any remainder of the coupon will be available for your use until the earlier of (1) the date that the coupon expires or (2) such time as the total amount of the coupon is used. For further details and terms and conditions on the use of your coupon, please review the “My Expedia Coupon” Terms and Conditions below.

    This coupon is valid on Expedia Special Rate (ESR) hotels, flight + ESR hotel packages, flight + ESR hotel + car packages, and ESR hotel + car packages.

    Redeem your travel coupons (you must be signed in to redeem):

    · Go to Expedia.com and sign in to your Expedia Account

    · Sign in with email address: johngirolamo@hotmail.com or user name: johnsylvester7

    · Choose an ESR hotel or vacation package

    · Apply the “My Expedia Coupon”

    · Book for travel by July 31, 2011

    For more information, please go to http://www.servicefeessettlement.com, email ServiceFeesSettlement@GardenCityGroup.com or call 1-866-291-7340.

    “My Expedia Coupon” Terms and Conditions:

    You have received a coupon for travel reservations through Expedia.com titled “My Expedia Coupon” (“MEC”) as part of the settlement of In re Expedia Hotel Taxes and Fees Litigation, Case No. 05-2-02060-1 SEA (Superior Court of Washington in and for King County). The MEC from Expedia.com® is only available to settling class members of the above named class action lawsuit. The MEC, which is denominated in U.S. currency, is valid for use towards a new booking on http://www.expedia.com of rooms at an Expedia® Special Rate (“ESR”) hotel and package reservations that include an ESR hotel reservation plus airline tickets and/or a rental car (“Qualifying Reservation”). The MEC must be used by July 31, 2011. All travel using a MEC must be completed by January 31, 2012. An MEC is non-transferable. Coupon cash value 1/100¢. Any MEC is void where prohibited by law.

    Bookings made using an MEC are subject to availability at the time of booking and all applicable terms and conditions. Qualifying Reservations made using an MEC are, except as specified in these Terms and Conditions, subject to the same terms, conditions, and restrictions as purchases made using other means of payment, including as set forth in the http://www.expedia.com Terms of Use. The MEC terms and conditions are as written herein and cannot be changed by any representation of any unauthorized person, including employees of Expedia, Inc.

    How to redeem: On or before June 15, 2010, the MEC will be directly deposited in each qualifying class member’s Expedia.com user account. An email notification will be sent to the email address associated with each Expedia.com user account when the MEC is ready to use. The MEC expires when the total amount is used or on July 31, 2011, whichever is earlier. To redeem your MEC, sign in to your Expedia.com user account, and select a Qualifying Reservation. You must have on file or otherwise provide valid credit/debit card information at the time of booking in order to make a Qualifying Reservation on http://www.expedia.com using an MEC. As you proceed through the booking path you will be able to select your MEC and apply it to the cost of your trip. By applying the MEC, you agree to the MEC’s applicable rules, including those described herein. You also agree to the Expedia, Inc. Web Site Terms, Conditions, and Notices, including all supplier rules. You must be signed in to the same Expedia.com user account into which the MEC was originally deposited in order to redeem the coupon. The MEC cannot be applied to guest registration bookings or to bookings made from other Expedia.com user accounts.

    Qualifying Reservations made using an MEC have an advance purchase requirement of 3:00 p.m. Pacific Time on the day of planned arrival. In connection with certain packages that include airfare, the air supplier will charge your credit/debit card for the portion of the travel package charges applicable to the air component. When an MEC is applied to the purchase price of such a travel package, Expedia will apply the value of the MEC to the charges for the non-air package components. Any remaining value of the MEC will be applied to the portion of the travel package charges applicable to the air component as follows: The air supplier will charge the credit/debit card on file in your Expedia.com account or otherwise provided in connection with the booking, and Expedia will apply a credit to this credit/debit card to offset this charge in the amount of any remaining value of the MEC. Therefore, in some circumstances, the total charged to your credit/debit card could be more than the total shown when you book, until the MEC amount that applies to airfare is applied to your credit/debit card as a credit. If you use an MEC to make a reservation, any remainder of the MEC will be available for your use until the earlier of (1) the date that the MEC expires or (2) such time as the total amount of the MEC is used.

    An MEC may not be combined with or applied to other coupons (including other MECs), promotions, or special offers. Itinerary changes or additions not allowed: ESR hotel and package purchases made using an MEC may not be changed. Any changes to a reservation made with a MEC will cause you to lose the value of your MEC, including, for example, adding a room night or an additional component, such as a rental car reservation. The MEC also cannot be applied to hotel reservations subsequently added to an existing air or other booking. If you cannot use your existing hotel or package reservation as you booked it and need to change your reservation but wish to retain the value of your MEC, you may cancel and rebook the reservation with the changes subject to the current pricing and availability through Expedia.com and subject to the restrictions on the availability of your MEC (including its expiration date) explained herein. Cancellations: If a reservation made using an MEC is cancelled after the expiration date of the MEC you will lose the MEC value used to book the reservation. If a reservation made using an MEC is cancelled prior to the expiration date of the MEC, the MEC value used to book the reservation will be refunded back to your Expedia.com user account into which the MEC was originally deposited. All cancellation fees or other penalties apply to MEC cancellations. Where a cancellation fee or penalty is more than the amount charged to your credit/debit card, your MEC may be reduced in the amount of the remaining cancellation fee or penalty, in Expedia’s sole discretion. Otherwise, an MEC cannot be applied to the cost of cancellation or other penalties (including cancellation or other fees or penalties charged by our hotel, car, or air suppliers), administrative fees or other miscellaneous charges. Further, an MEC cannot be applied to any charges incurred after booking (including—without limitation—extra person charges, parking fees, phone, other charges to the room, and incidentals). These charges must be paid to the hotel or supplier directly, and they are the responsibility solely of the customer.

    In the case of cancellations of certain http://www.expedia.com travel packages that include airfare and that are purchased using an MEC, the air supplier that charged your credit/debit card for the portion of the travel package charges applicable to the air component will, depending on the type of airfare that you purchased and the applicable terms and conditions and the time period within which you cancel, provide a refund to your credit/debit card or a credit for future air travel. Expedia will charge your credit/debit card in the amount of any credit that was previously applied to your credit/debit card to redeem the value of the MEC for the portion of the travel package charges applicable to the air component. As discussed above, your Expedia.com user account will also be credited with the value of the MEC that was used to make that purchase so long as the cancellation is made prior to the expiration date of the MEC and no other cancellation or other fees apply.

    The MEC may not be used to book any product where the price is opaque or undisclosed. Bookings using the MEC may not be eligible for loyalty points for loyalty rewards programs available through Expedia.

  • Carver

    That’s a good idea. Perhaps proof of stay could be required for a certain class of review, say under 2 stars?

  • Andre L.

    I’ll dare to disagree with Marty. Calling a hotel is usually tricky. There will be no paper record. If the hotel is overseas, the people you talk with might not be that good in English communication. Moreover, I do not like the idea of giving my Credit Card number in person.

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