Excerpt from PhocusWire
Some of travel’s biggest companies are joining forces with other major players that rely on online customer reviews to launch a global coalition for trusted reviews to help ensure consumers can make informed purchase decisions.
The coalition includes Booking.com, Expedia Group and Tripadvisor, which helped organize the effort. Joining the travel companies are Amazon, job and recruiting website Glassdoor and business review website Trustpilot.
"The trust that consumers and partners have in our platforms and businesses is a top priority for the members of this coalition, all of whom agreed to join together to fight fake review content on the internet,” said Becky Foley, vice president for trust and safety at Tripadvisor. “To further maintain the credibility and authenticity of reviews on our platforms, we aim to make it increasingly difficult for fraudulent actors who try to deceive our customers to operate online.”
The companies met in October 2022 in San Francisco for a conference organized by Tripadvisor. Experts in government, academia and the industry spoke on common challenges and potential approaches to detect fake reviews. The conference ended with the establishment of a formal coalition, which will next meet in Brussels on December 5-6 for a second conference, organized by Amazon.
"Customer reviews are an important part of the shopping experience, and the goal of this coalition is to ensure every review reflects customers' actual experiences," said Dharmesh Mehta, Amazon's vice president of Worldwide Selling Partner Services.
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