EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kangaroo Route

Thursday, 27 October 2016 08:00

EVA Air is...

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.


The recent furore surrounding Tripadvisor and the various court actions being planned around defamatory reviews of travel destinations has unearthed the ugly side of social media in the travel industry. 
Revered as the must-view site for travellers deciding on resorts and accommodation, a series of bad reviews has caused many hotel owners to kick back at what they feel is an unfair representation of their brand. However, such activity may cause more harm than good in the long run. 

The important point to remember here is that it is communities, and not companies alone, that define and shape a brand. Community share of voice plays a huge role in shaping public perception of a brand and with this power also comes great risk to those who challenge it. There is a real danger in doubting or criticising review websites such as Tripadvisor as the potential for backlash and negative reaction can make matters even worse for the brands involved.

Tripadvisor quote themselves as providing “unbiased reviews, articles, recommendations and opinions” and if somehow this approach is challenged and found not to be true there may be a case to take Tripadvisor to task and ask for greater transparency in terms of author sourcing.

However, if the businesses involved in this case are challenging user generated content and the use of social media as a whole, they will have a much tougher (and riskier) job on their hands. Tripadvisor will almost certainly play the freedom of speech card, and it would be hard to say reviews are defamatory if it’s found that as published, that someone has experienced these services. If this is the case, they are only giving an opinion, and who are the hotel owners to challenge this? It’s likely that if this case continues, other big names such as Google could swing their considerable weight behind freedom of opinion, as searches for independent reviews on a number of products are a significant use of search engines.

In fact search engines revolve around people’s opinions, whether this is explicit (in searches on reviews) or implicit (in gauging trends based on searching habits and website usage). Ultimately, if individual cases can be brought against proven examples of ‘black-hat SEO’, e.g. people deliberately forging false and negative reviews to damage a competitor, then the challengers have a chance, but as a collective moving against UGC and the power held by TripAdvisor and similar sites, this is very dangerous ground indeed.

However, it shouldn’t be forgotten that hotel brands also harness a lot of power, and the latest twist in this drama has been the blacklist Websites set up by some independent travel brands, naming and shaming customers who haven’t paid, behaved badly or have unfairly brought the brand into disrepute.

Although many may say that this tit-for-tat action is a fair retaliation by brands, the whole situation is running the risk of becoming a farcical war, and both sides can be sure it won’t stop here.

Maybe the focus moving forward should be for brands to concentrate purely on perfecting their service and customer communications as much as possible, so that positive reviews increase and any negative comments are likely to be ignored or disregarded.

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