“…a person or company that endorses a service or product should be upfront about any financial connection they may have with the marketer. For example, if an employee of a hotel writes a review of the hotel, they must say they are an employee. Posing as an independent reviewer would violate the law…”
“…Fabricating a property’s appearance through the use of Photoshop or trick photography, or posting false online reviews to create a more appealing facade is not recommended or condoned by the American Hotel & Lodging Association…”
Misleading potential guests is not only ethically objectionable, it also minimizes the chance for repeat business, word-of-mouth referrals, and positive online reviews. Additionally, planted reviews are typically transparent and the intended result has the opposite effect.
For hoteliers, AH&LA recommends addressing and responding to negative online comments and accurately representing the hotel in online and offline material to ensure guest satisfaction and long-term success. For consumers, AH&LA recommends reviewing a mix of high, low, and medium online reviews to identify consistent characteristics of the hotel. Additionally, it’s advised to use multiple sources to obtain the most accurate depiction, including visiting the hotel’s Website, online and offline review sources, and Facebook.â€
