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Luxury hotels post fake online reviews to compete with Airbnb, researchers discover Airbnb Before Airbnb became the go-to site for rentals, hotels were already manipulating their reviews. Past research found that 15% to 30% of online hotel reviews were fake. These fabricated reviews came from hotel managers to boost ratings and drag down competitors. The current study expands on the findings to see if "review manipulation" has increased since Airbnb's launch in 2008. The team collected data on 2,188 hotels in 67 cities in Texas. The hotels were divided into two groups, low-end and high-end hotels. Tax records were also obtained to confirm the times when hotels were competing with each other. They also analyzed data taken from AirDNA and categorized Airbnb listings into low-end and high-end categories. The reason for this, they explain, is because renting a private mansion with maid service and a pool is more likely to drive away people from a resort than a small cabin in the woods. To find signs of review manipulation, the team compared hotel ratings on Tripadvisor and Expedia. TripAdvisor lets anyone post a review while Expedia only allows guests who booked their hotel stay through their site or their affiliate partners. Having a big difference in ratings between the two sites would suggest tampering with reviews. "We have shown the evidence that if there are more Airbnb listings available around high-end hotels, those hotels tend to self-promote more by posting fake positive ratings. Consumers need to be careful because the reviews, especially on Tripadvisor, may be inflated and not be truly representative of the quality," says Nie. The researchers note that there is always a possibility that hotels post fake Expedia reviews by paying for rooms. The study is published in MIS Quarterly.

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