TripAdvisor is seeking verification after Howarth House, a hotel in Lytham St Anne, said a review posted on the property was fake.
The consumer reviews giant says its US-based content integrity team is seeking further clarification from the reviewer to ensure the posting has been placed against the correct property.
Tripadvisor adds that a review has been removed from the Howarth House listing pending feedback from the reviewer.
Kwikchex, the online reputation management specialist, is claiming it brought the matter to Tripadvisor's attention and that this was not the first time Howarth House had 'come under attack' on the review site.
The company describes Tripadvisor's move to seek verification as 'significant and welcome.'
Operations boss Gemma Byrne says:
"This is exactly what is needed. Contacting posters and asking for verification that they are genuine customers will substantially reduce review fraud and will help protect both consumers and reputable businesses. We have a great many cases we are submitting to Tripadvisor and with the verification processes that they have promised, many can be resolved very quickly."
However, Tripadvisor says that its policy on review verification has not changed.
In a separate case in which TripAdvisor put a red badge against the Riverside Hotel in Evesham, Kwikchex has confirmed a legal challenge is being mounted after the business was accused of review fraud.
Meanwhile, the review service has declined to comment on a $10 million US lawsuit brought against it by Kenneth Seaton, owner of the Grand Resort Hotel,Tennessee, after it emerged as the dirtiest hotel in the country in Tripadvisor's top 10 list published in January.
TripAdvisor did say:
"The top 10 list of dirtiest hotels is compiled based on traveller ratings for cleanliness on TripAdvisor."