By SHANNON KELLY
Back in September of 2011, KwikChex, an organization providing “reputation” services to businesses in the UK, took on TripAdvisor’s “reviews you can trust” slogan and won. Now KwikChex is launching its own rating system that ranks travel-review sites on a one- to five-star system, according to how reputable the reviews on the site are.
How does it gauge reputability? A story published on Tnooz.com outlines the criteria for each star level, ranging from five stars for sites where reviewers are identified (and can be contacted) and a verifiable system is in place to prove the reviewer purchased the product in question, to one star for sites with little to way to verify authenticity and lacking in fraud detection and a system for disputes.
Apparently, KwikChex has tentatively given TripAdvisor two stars and Booking.com five stars.
KwikChex is also taking other measures to ensure against fake reviews online, including developing a set of recommended guidelines for review sites and new fraud-detection testing.