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Hotel market research company says 40% of hotel user reviews are bogus

Hugo Martin

Skift Take

Users are pleased enough by the quality of information they get on TripAdvisor and other user-generated content sites that they're fine with the notion that some reviews are bogus.

If you choose a hotel based on glowing online comments -- "OMG, I love this place!" -- you may be relying on bogus or insufficient information. That assessment came from Market Metrix, a San Francisco Bay Area hotel market research company, in a study that found as much as 40 percent of revi

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