Consumers should be on the lookout for fake hotel reviews this holiday season, consumer group Choice says.
"The boom in hotel review sites has given rise to the practice of `astroturfing' or the writing of fake reviews by companies to promote their own accommodation," Choice spokesman Tom Godfrey said .
"Second to friends, people place their trust in reviews before editorial content, ads, marketing, and government sponsored tourism websites.
"Yet US-based Trip Advisor, the world's biggest online travel review service, has no plans to improve its verification processes."
The warning comes after reports earlier this year that the general manager of communications for Accor hotels in the Asia-Pacific region was caught posting more than 100 positive reviews on TripAdvisor, Choice said.
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In the US, the New York Attorney-General recently heavily fined 19 companies that wrote fake online reviews and created fake online profiles for businesses, Choice says.
Mr Godfrey said both the Australian Competition and Consumer Commission and NSW Fair Trading were looking at similar practices here.
