Choice: Be aware of fake hotel reviews online

CHOICE is warning consumers to be on the lookout for fake hotel reviews this holiday season following a report that online user-generated content is the most-trusted source for reviews other than personal recommendations from friends.

The warning comes following reports this year the general manager of communications for Accor hotels in the Asia-Pacific region was caught posting more than 100 positive reviews on TripAdvisor for Accor hotels around the world.

Choice head of media Tom Godfrey said the boom in hotel review sites has given rise to the practice of 'astroturfing' or the writing of fake reviews by companies to promote their own accommodation.


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