In a move that will cheer put-upon B&B owners everywhere, U.K.-based reputation management company Kwikchex has turned the tables on TripAdvisor and other travel review sites, ranking them based on the reliability of their reviews.
As far as Kwikchex is concerned, a review site will receive five stars only where reviewers are identified and the purchase of a product or service is verified. Under these criteria TripAdvisor scores only 2 out of 5. Yelp gets the same and Google reviews get 1/5. Out of the famous names, only Booking.com gets 5/5.
As travel technology website Tnooz comments, “Kwikchex is setting itself up as the consumer champion and the company plans to publish its ratings, with companies welcome to challenge them if they disagree.”
This innovation from Kwikchex seems to be just another example of the tide turning against TripAdvisor’s dominance. Earlier this year, Britain’s Advertising Standards Authority upheld a complaint arguing that the wording on TripAdvisor’s U.K. website was misleading because the company couldn’t prove reviews were genuine.