You may have read this week that The Atlantic Hotel has won the accolade of top UK luxury hotel in 2006 on TripAdvisor. Congratulations to Paddy Burke and his colleagues out west - on top of the Michelin Star awarded to Ocean Restaurant this week, it's a great achievement for the hotel and of PR benefit both to the hotel & Jersey.
- 'Guests' who had never stayed at a hotel can boost or depress ratings by posting fake reviews
- Poorly rated establishments can lift their reputations from one to four stars in a matter of hours by posting fictional reviews
- Some establishments attempt to damage the reputations of rivals.
You can read the article in full on the Times website. Now I am not suggesting at all that this is common, but I am aware of a couple of establishments in Jersey which have posted their own reviews. Perhaps there's nothing wrong with this if you can get away with it, but it does mean that consumers cannot be 100% confident in the feedback.