Researchers at Cornell University have developed what they believe to be an accurate predictor of authentic vs. fake travel website reviews. This could possibly make fake customer reviews a thing of the past. Many travel oriented websites have viewed this as a pervasive problem for many years now. Such an issue may not yet have been as widespread in the vacation home rental industry as it has been in the hotel industry.
Travel and reservation websites with reviews are always closely scrutinized by savvy travellers for legitimacy. However, an authentication algorithm has been formulated by Jeff Hancock, Co-Lead of the project and Associate Professor of Communications at Cornell. The algorithm was a much more predictive measure of validity than qualified humans who participated in the study.
We have blogged about this topic many times because this issue is perceived to be a problem on many travel review websites. Click here for the full Cornell University article.
The significance of the study could be twofold:
1. This tool could be used to evaluate potential fake customer reviews up to and including pulling the reviews in question.
2. This tool could serve to deter from writing bogus reviews in the first place. The cost of getting caught would outweigh the benefits of those trying to do something like this.
As the issue of phony reviews becomes more pervasive, the companies that operate review sites are coming under more scrutiny. In a somewhat related case, and although it did eventually prevail in court, a major west coast company did receive a lot of negative press over its reviews policy. In this case, the company was originally accused of tampering with some reviews.
As another example, the UK Advertising Standards Authority is launching an investigation into reviews posted on the Trip Advisor hotel reviews portal. The alleged and potential number of fake reviews has reached epidemic levels according to the UK’s Daily Mail online article. Again, these are still allegations against the company at this point.
There is reason to be optimistic, but the Cornell research team did indicate that hotel reviews were the only type of critiques that were evaluated at this point. Additional related research on consumer restaurant reviews may take place in the near future.
The hospitality industry may one day take such steps such as the use of algorithms mentioned above to protect the integrity of traveller based reviews. However, this may be perceived as arbitrary by some consumers and no perfect solution exists. One thing for certain is that there is concern as consumer reviews have an increasing impact on travel consumer decision making as time goes by.














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