Who reviews the reviewers?
“Travel review sites have come to exert phenomenal authority over where we stay and where we eat, with the likes of TripAdvisor and Booking.com now holding millions of reviews from travelers.
Those reviews, of course, are only useful as long as they can be trusted, and in recent years it’s been increasingly asserted by hoteliers and restaurateurs that they can’t — but what’s a traveler to do about it?
Enter Kwikchex, the reputation management firm which has built its name on attacking TripAdvisor (and others) for accepting ‘unverified’ reviews — from people who may never have stayed at the hotel or used the business — and which recently jumped the divide into assisting consumers, with a rating system for review sites.”
Above excerpts and read the full article on Yahoo Philippines