Trip Advisor boasts 25 million reviews.  They claim that their 25 million monthly visitors are a loyal and passionate community.

But, are the reviews merely a way in the door to create advertising viewers? Critics, including us, have long maintained that Trip Advisor content is suspect and that it is being manipulated by properties themselves, allows reviews of those unqualified and has operated on the premise “more is better.”

Now, long-time travel reviewer Arthur Frommer has called out Trip Advisor.  Based on warnings on certain reviews by Trip Advisor itself, Frommer has said Trip Advisor is basically done.  Certainly, their brand credibility, as witnessed by their own actions, is now under serious scrutiny.   A core tenet of any brand is authenticity. When that is violated, you are rocking the very foundation of the company.   Read more …