This isn't all one sided either as business has legitimate concerns regarding bogus reviews, both negative and positive ones. I personally believe some of the cruise reviews I read are fabricated and embellished by biased reviewers. Read on:
"The holiday online shopping season has begun, and that means reading lots of online product reviews. Some of these reviews are helpful, others are not. And many are fakes — raves or pans from people who have never actually used the product. Where do fake reviews come from?"
"But the Haggler rummaged around Fiverr and quickly found dozens of people offering to post positive reviews to Facebook, different Google sites, the Apple App Store, iTunes and elsewhere. None said anything about trumped-up negative reviews, but fabricated raves are nearly as bad — or perhaps just as misleading, though perhaps not quite as malicious."
"Starting in early November, and over the course of a week, the Facebook business page for the company where I work, Long’s Jewelers, was hit with 200 one-star reviews. Many of the reviews arrived in a matter of minutes, and all were left without comment. They were bogus reviews that were composed by a freelance spammer, who we believe was paid by one of our competitors. Our average customer rating on our Facebook page fell from 4.8 stars to 2.3 stars."
"But as review sites have become more popular, customer feedback that was once viewed only by a hotel’s staff is increasingly being posted online for all to see, enabling guests to share their praise or air their gripes publicly."
"the growing influence of such sites is hard for hoteliers to ignore. Three out of 10 American travelers who do travel research online read reviews written by other travelers, according to Forrester Research. Of the people who book hotels online, 30 percent have changed their hotel plans because of comments written by other travelers."
"Because of the importance consumers attach to guest reviews, some hotels have gone to great lengths to boost their ratings. Some encourage guests to write flattering reviews; some even submit phony write-ups or hire outside companies that specialize in online reputation management to monitor and respond to comments. Review sites, in turn, work to weed out bogus reviews."
"posting one may be a surefire way for a customer to get a hotel’s attention. “I can tell you that you’re going to get a response,” said Mr. Moser of Affinia. When a complaint is out there on the Web, he said, “there’s no one to sweep it under the rug.”