While TripAdvisor can be a powerful marketing tool, it can also pose a massive threat. We are witnessing more and more disgruntled or unscrupulous guests threatening to post negative reviews unless they receive compensation or even cash! TripAdvisor seem oblivious to the issue and are continuing to allow anonymous users (who simply need a valid e-mail address) to write virtually whatever they like
without evidencing their claims or even proving they were there at all. An inaccurate, inappropriate or false review can result in reputational damage and financial losses. The recipient of such a review can respond within the review trail but defending an inaccurate or inappropriate review is pointless as the reader is likely to have already made up their mind. It is time to fight back and this starts with ensuring the person composing and leaving the review can be identified and made accountable for their content. Should potential legal action be appropriate, then the recipient of the review should be allowed to do so freely and fairly. Furthermore, should TripAdvisor itself be deemed in any way responsible for enabling or assisting an inaccurate and/or inappropriate review to be published through their platform, they, too, should see the full force of the law. IT IS TIME TO FIGHT BACK!
