Is TripAdvisor still letting hotels rig their reviews?

Achim Baque/Shutterstock
Achim Baque/Shutterstock
TripAdvisor is a regrettable by-product of the information revolution whose user-generated ratings too often hurt travelers and travel companies more than they help.

As I’ve noted in the past, the company cynically monetizes the labor of its unpaid contributors while making virtually no effort to verify its reviews.

TripAdvisor doesn’t promise its readers much, but the least it can do is to live up to the few guarantees it makes.

Even so, when I heard from Ellen Garland, who charged the company with allowing a hotel in Anguilla to brazenly game its ratings, I didn’t want to go there.

It’s a no-win proposition for me. The TripAdvisor contributors who read my site, and who would defend anything the company does, will just have another reason to click away (as if they didn’t already have enough reasons) and it would further strain my relationship with the company (as if it could get any worse).

But when has that ever stopped me?

“On TripAdvisor, the more ratings you get and the more positive they are, your property is elevated to a higher status,” explains Garland.

She’s been following the reviews for Meads Bay Beach Villas in Anguilla, which, at the time she wrote to me, was rated the number-one property on the island.

She adds,

It is an OK place, but does not deserve to be number one. Yet it has consistently ranked number one because the owners offer free stays for a review via contests or for liking them on Facebook.

TripAdvisor has told me this is against their rules, yet they have chosen to not do anything about it.

I think it is wrong and unfair that because this property is net savvy, they are allowed to continue to fool the public and are rewarded with a number one spot for cheating.

Garland was trying to get an answer about Meads Bay’s reviews, which is why she turned to me. She says repeated requests to TripAdvisor had gone unanswered.

This isn’t the first time TripAdvisor has given a legitimate question a vague answer or none at all. Historically, that’s how the company deals with some readers who call the company’s reviews into question. And as I’ve said in the past, it’s absolutely no way to treat the very people who are often writing the reviews that the company so effectively converts into revenue.

So I asked TripAdvisor. Here’s what it had to say:

Property owners are welcome to encourage their guests to submit user reviews upon their return home, but they are not allowed to offer incentives, discounts, upgrades, or special treatment on current or future stays in exchange for reviews.

If a business listed on TripAdvisor has offered an incentive for a review, we urge travelers to tell us about it. We will investigate every case and contact the business to ensure they fully understand our guidelines. If a business continues to break our guidelines we will apply a penalty.

In the case of the Meads Bay Beach Villas, the owners were notified about our guidelines and they immediately ceased their competition in May last year. A number of suspicious reviews were also removed at the time. If the owners break our guidelines again they will be penalized.

OK, so if I’m understanding this response within the context of the original complaint, someone reported Meads Bay to TripAdvisor a year ago. It wasn’t the company’s vaunted fraud-detection algorithm that spotted the suspicious reviews. And TripAdvisor told the property to knock it off, but took no meaningful action, allowing its number-one ranking to stand.

Now, it’s possible, of course, that Meads Bay truly deserves to be recognized as the best hotel on the island, even with the fake reviews removed. But I’m skeptical.

I guess I should be happy that some of the questionable reviews were deleted after Meads Bay was reported. But TripAdvisor’s actions — or lack of actions — may have repercussions beyond Anguilla. Other hotels watching this will interpret this move as a license to buy favorable reviews and not to worry about what comes next.

The slap on the wrist won’t hurt — that much.

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Christopher Elliott

Christopher Elliott is an author, journalist and consumer advocate. You can read more about him on his personal website or contact him at . Got a question or comment? You can post it on the new forum.

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  • Tess Martin

    Sorry but I have to agree with Ellen. I have been going to AXA yearly for 25 years and stayed in many, many establishments. In regards to Meads Bay Beach Villas on Anguilla, my comments are: 1. I saw with my own eyes an email from Meads Bay Beach Villas soliciting positive reviews in return for a chance to win a free week (and you did not have to have stayed there – there were reviews from people who only “toured” the hotel, 2. it defies logic that a hotel with only four rooms can have such an extraordinarily high number of posted reviews and 3. that I monitored this topic on TripAdvisor forum for a year and found that repeated messages to Trip Advisor received no response for over a year (that constitutes “no response” and deleting a handful of reviews is also “doing nothing”. Meads Bay Beach villas was blatantly disregarding the rules and “paid” for positive reviews. They should have immediately been black listed by Trip Advisor and flagged and were not. There are many other hotels on AXA that are better (I have stayed at them) and they are not rated as well because they did not “cheat”.