Know + go: Take online reviews with caution - or not

  • Updated: November 24, 2012 - 1:21 PM

If you choose a hotel based on glowing online comments, you may be relying on bogus or insufficient information. That assessment came from Market Metrix, a San Francisco Bay Area hotel market research company, in a study that found as many as 40 percent of reviews could be made up or even paid for by the hotels. And if the comments are real, the study said, reviews could be skewed because hotel guests with bad experiences are three times more likely to write a review than those who had a good or neutral experience. Earlier this month, TripAdvisor, one of the world's largest travel websites, defended the value of online reviews with a survey of 2,739 visitors that found 98 percent said TripAdvisor hotel reviews accurately reflected their experience.

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