As consumer browsing of online reviews to help select hotels has increased over the years, so have issues around trust, reliability and the age-old question of whether user generated content is genuine.
As reputation management company Olery has found (and compiled in a handy infographic), consumers accept that reviews generally meet their expectations of a hotel property but, worryingly, by 2014 around 10% of all travel reviews on the web could be fake.
The good news for hoteliers is that consumers appreciate management responses to reviews and such engagement can actually improve their impression of a property.
Disappointingly, less than one in five review sites allow managers to respond to reviews.
Here is the infographic: