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Sean O'Neill Many hotels have for years posted fake negative online reviews to undermine their hotel rivals. But premium hotels tend to change their tactics whenever premium short-term rentals start competing in their market, according to a new study. The upscale hotels instead start posting fake reviews that tout how wonderful their hotels are. The switch to inflate hotel ratings was charted by a study of 2,188 hotels in Texas across eight years. The academic journal MIS Quarterly recently published (paywall) the peer-reviewed study. An academic study in 2015 estimated that somewhere between 5 percent and 30 percent of hotel online reviews had been made up. All online platforms have been plagued with the problem. The study found that, over time, whenever high-end Airbnb listings appeared within a one-kilometer distance, local high-end hotels and resorts tended to boost their fake, positive reviews. Between 2011 to 2015, the study estimated a 5.6 percent inflation in self-promoting reviews. Posting fake bad reviews of rival hotels also tended to fall off. Average five-star ratings of high-end hotels tended to increase on Tripadvisor once Airbnb arrived in their markets. Low-end hotels didn't show meaningful signs of changed behavior in the study. The researchers theorize that consumers aren't as swayed by reviews in the budget category. "A lot of people who stay at low-end hotels are less likely to pay attention to reviews compared to people trying to decide if a $500 resort is worth their money," Nie said. high quality imitation bagsdesigner bag black friday sale
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