TripAdvisor's ongoing spats with the hotel industry took another turn this week with assurances from the review giant that it will respond to a complaint from Kwikchex.
The reputation management specialist is acting on behalf of the Riverside Hotel, Evesham, which had a red badge applied to its listing more than a month ago.
The hotel's owner has repeatedly said the red badge was applied unfairly while TripAdvisor says it red-flagged the property after an investigation over fraudulent reviews.
Kwikchex wrote to TripAdvisor a week ago asking for:
'disclosure of the information that TripAdvisor relies on to substantiate the allegation they have made.'
Kwikchex, which gave the reviews giant seven days to respond, says its actions are part of the correct process to give the company the opportunity to resolve the situation or limit the damage.
Co-founder Chris Emmins also says:
"Failure to respond can exacerbate the damage and may also increase their liability."
A statement from TripAdvisor says it has written to inform Kwikchex that it will respond in 'due course' and that it takes all legal complaints very seriously.
TripAdvisor took steps last month to seek verification after claims of a fake review posted on Howarth House in Lytham St Anne, a move which some considered as a departure from policy.