In the hospitality industry, online reputation is one of the most valuable assets for attracting new guests and maintaining the trust of regular ones. However, more and more properties are facing the problem of fake reviews—content published with the intent to harm, blackmail, or obtain undue benefits.
Fake reviews can take many forms: from an unhappy guest exaggerating issues, to unfair competitors posting negative comments without ever staying at the property. In some cases, they are even used as a pressure tool to get refunds or discounts.
To defend yourself, the first step is to constantly monitor review platforms. Promptly reporting suspicious content, while providing concrete evidence such as messages, emails, or photos, increases the chances of removal by the platform.
It is essential to respond professionally, avoiding aggressive tones. A well-crafted reply that presents verifiable facts in a calm manner can reduce the negative impact in the eyes of potential guests.
Finally, don’t forget the legal aspect. In cases of defamation or attempted extortion, you can consult a lawyer and file a complaint. European regulations, including the E-Commerce Directive and the GDPR, also protect property managers in the digital context.
HostGuard offers an additional layer of protection: by securely sharing reports among verified operators, hosts can be alerted about guests who have previously used fake reviews as a pressure tactic, helping to prevent new incidents.