Of late, guest reviews carry immense influence. Online reviews can influence booking decisions and shape brand perception. However, not all reviews reflect genuine guest experiences. In 2023 alone, Tripadvisor removed more than 2 million biased reviews from over 31 million submissions, highlighting the rising threat of fake online reviews. For hotels, identifying and managing such reviews has become vital to maintaining trust and ensuring effective hotel reputation management.
Impact of fake online reviews on a hotel brand
Fake online reviews do not just skew ratings – they erode trust, damage credibility, and impact purchase decisions. A stream of fabricated praise or malicious criticism can lead to revenue loss, lower occupancy, and a tarnished brand image. Travellers today rely heavily on user-generated content when making booking decisions, so any suspicion of manipulation can push them towards competitors. Proactive hotel review fraud prevention is now critical to protecting long-term brand equity.
Strategies to identify fake online reviews
Recognising fake online reviews requires a blend of manual review, technological support, and staff awareness. Some of the most effective techniques leaders can use to strengthen hotel reputation management include:
Spotting vague or repetitive language
Genuine guests tend to mention specific details about their stay. Reviews with generic praise like “great service” or repeated phrases across multiple posts often signal non-authenticity and can be indicative of hotel review fraud. Moreover, fake reviews often appear rushed or careless. Signs like all-caps writing, excessive punctuation, and slang-heavy language also diminish credibility.
Watching out for extreme ratings and suspicious content
Balanced, genuine reviews typically contain a mix of pros and cons. Exaggerated five-star or one-star ratings with little explanation can be a red flag signalling fake online reviews. Additionally, inaccuracies, such as complaints about facilities the hotel does not offer or reviews referencing events from years ago, can also point to misleading intent.
Analysing reviewer profiles
A critical step in managing hotel reviews is verifying whether the reviewer actually stayed at the property. Many fake reviews originate from individuals without a verified booking history. Reviewers with no profile picture, erratic posting patterns, or recently created accounts may warrant further scrutiny. Moreover, suspicious accounts often post multiple reviews within a short time or focus only on one geographic region. A closer look at review timelines, geographical distribution, and frequency can reveal anomalies indicating hotel review fraud.
Identifying biased or malicious intent
Be wary of reviews from individuals associated with competitors or even staff members. These can either unfairly inflate or undermine a hotel's reputation. Machine learning models can help flag suspicious patterns by analysing large volumes of reviews for tone, phrasing, timing, and behaviour anomalies.
Collaborating with review platforms
Engaging with third-party review platforms to flag and investigate questionable reviews ensures a shared responsibility in reducing hotel review fraud. Collaborating with review platforms also gives hotels access to tools and support that help maintain review integrity and ensure effective hotel reputation management.
Infosys BPM offers advanced fraud detection and analytics solutions that help hotels monitor, flag, and address suspicious online activity. Our intelligent fraud detection solutions combine automation and deep domain expertise to protect your brand across markets and digital platforms.
Managing fake hotel reviews
While identifying them is critical, combating fake online reviews demands ongoing effort and a strategic approach. Here’s how hoteliers can manage fake reviews and protect their brand reputation:
Monitor and respond consistently
Make review monitoring a part of daily operations. Responding to all reviews – positive or negative – demonstrates transparency and builds trust. Moreover, engaging with your audience openly across social media platforms helps build rapport with guests and deter fake online reviews.
Report suspicious content promptly
Flag illegitimate reviews with clear explanations. Timely reporting increases the chance of removal and prevents further reputational damage.
Seek legal counsel if needed
For repeated defamatory or fake reviews, legal guidance may be necessary. Legal action can deter future misuse and safeguard your hotel’s brand.
Invest in fraud detection technologies and reputation management tools
Invest in AI-powered fraud detection tools and behavioural analytics to identify potential hotel review fraud before it escalates. Moreover, online reputation management services also offer access to specialised tools that can help track, analyse, and respond to reviews in real time.
Maximise genuine guest feedback
Encourage happy guests to share their experiences. Positive, authentic reviews help balance the overall sentiment and reduce the impact of fake ones. Ensure timely resolution of service issues to prevent negative reviews and improve satisfaction, reducing vulnerability to review manipulation.
Establish internal review policies
Promote ethical practices within staff and educate teams on the risks of fake reviews. Internal training can help boost accountability. Also, design awareness campaigns to help guests spot fake reviews and understand why authentic feedback matters. A well-informed team and customers can become allies in ensuring effective hotel reputation management and protecting your brand.
Fake online reviews pose a significant risk to hotels, distorting perception and influencing guest decisions. By identifying suspicious activity early and managing hotel reviews effectively, hoteliers can protect their brand, preserve trust, and deliver more consistent guest experiences in a competitive market.
