A Scottish bed and breakfast owner has criticised a leading online travel site in the wake of accusations that a hotelier encouraged his staff to write fake reviews.
The owners of the Ramada Glasgow Airport Hotel said yesterday they had launched an investigation into claims that its general manager Frank Long encouraged his staff to go on to TripAdvsior and write positive reviews.
Miles Quest, of the British Hospitality Association, which represents hotels across the UK, told The Herald it was rare for hoteliers to act in this way but Richard Gollin, owner of Baile-na-Cille BnB on the Isle of Lewis, said the problem of fake reviews on TripAdvisor was widespread.
"The problem with TripAdvisor is that anyone can sign up to say they have been anywhere – they don't have to have been there," said Mr Gollin, who said he had sympathy for the Ramada manager.
"I have every sympathy for him but most fake reviews are good reviews," he added.
Mr Gollin is suing TripAdvisor in the small claims court in Stornoway over reviews which he said harmed his business. Responding to the claims about the Ramada in Glasgow yesterday, owners Kew Green Hotels said they would be investigating the claims against Mr Long and would take appropriate action.
It's alleged Mr Long sent an email to staff asking them to post positive reviews on TripAdvisor and asked them to use different email addresses to hide their tracks.
It is claimed he also said: "If caught, I will deny everything."
TripAdvisor said that it did not tolerate fake reviews.
"We take our responsibility as the world's largest travel site extremely seriously, and employ a zero tolerance policy on fraudulent reviews."
However, Mr Gollin, who said he had given up replying to reviewers on the TripAdvisor site, rejected its position.
"The sign-up procedures mean I could say we have stayed at the Ritz and write a review, and that's not zero tolerance," he said.
Mr Gollin's case will now go to Stornoway Sheriff Court on Thursday, where a ruling is due to be made on whether the case can be heard in a sheriff court or must move to a higher jurisdiction.
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