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Brief Published: 23 Sep 2011

TripAdvisor Revises Slogan


TripAdvisor has changed its hotel listings slogan from “Reviews you can trust” to “Reviews from our community”.

The user-generated review website has come under fire from hoteliers and restaurateurs for not doing enough to prevent apparently fraudulent reviews, causing some to lose business. As a result, the website is now being investigated by the Advertising Standards Authority. A spokesman has denied the slogan change was related to the investigation.

Ultimately, the real power lies with the consumer, with growing demand for word-of-mouth, peer-to-peer recommendation in the hospitality industry. With the rise of social media, consumers are more able to openly criticise poor service or standards than ever before.