Duncan Bannatyne from Dragons Den is getting press coverage in raising the profile of his issues with TripAdvisor.
Guests certainly have the right to make known their opinions as to their travel experiences. The crux of the argument is that TripAdvisor, through their lack of screening, appears to be becoming the dumping ground for every whacko out there who wants to take an anonymous pot shot at businesses.
The issue is anonymity. TripAdvisor defend their site by saying that there is a right to respond from businesses if they want to comment on a review. This is all very one sided. The individual posting the review does so anonymously. I wonder how many reviewers would post their inaccurate, one-sided, rude and abusive reviews if they had to put their names to it.
Disgruntled customers used to say ‘I’ll call my lawyer’. The new threat, issued as recently as last week, is ‘I’ll put a bad review on TripAdvisor’. And that was a threat made by someone who was not even staying with us.
We as a company go to great lengths to make sure that each and every customer know that any feedback is welcome and that we want to hear it during their stay. That way we can do something about it. It never fails to amaze me when I see a bad review that these customers who are so upset about something just did not feel strongly enough at the time to bring it to our attention. Are they shy or is it because they have to actually justify their comments? I suspect it is much easier to do so behind the cloak of TripAdvisor.
Like all arguments, we need balance. There are a lot of genuine people out there who are happy to share their positive experiences with fellow travellers.
Is there really any point in entering into correspondence with someone whose alias is ‘cantgetthestaff’?
TripAdvisor provides a valuable tool to help people decide on where to stay and where to go. They just need to re-address the balance so that when a company is named and shamed that the person reading the review at least knows it is a genuine one – improve the accountability and traceability and then everyone wins.
TripAdvisor should insist that all reviews are signed and then verify their email addresses. Until it takes these elementary precautions, anyone using TripAdvisor should beware.
Leonard Gow
Marketing and Ecommerce Manager
Argyll Holidays












