Ireland-based Carlton Hotels Group says there is no strategy for employees to post positive reviews on TripAdvisor despite an Irish Times newspaper report this morning.
According to the report a Carlton internal communication laid out plans for the company to take a more proactive approach to reviews on TripAdvisor with hotel managers nominating staff to write fake reviews.
However, a statement from Carlton denies any such policy was ever planned and that the internal email was 'misinterpreted'.
The statement adds that hotel managers within the group were contacted immediately after the email was sent to say it was incorrect.
The company says it is now conducting a full investigation into the matter.
A TripAdvisor statement says it is also taking the matter seriously and conducting its own investigation:
"Attempts to manipulate TripAdvisor are extremely rare as the vast majority of hoteliers understand the tremendous risk to their reputation and their business if they attempt to do this. We take serious steps to penalise businesses who are caught attempting to game the system. Posting fraudulent material is both a violation of our terms of use and against the law in many countries."
Carlton also says it is unaware of any reviews being posted on TripAdvisor as per details in the email.
Separately, a ruling from the Advertising Standards Authority is expected tomorrow following a complaint made by Kwikchex in September over claims on TripAdvisor's UK website that it provides genuine reviews from real travellers.