There's a BBC Radio program called "I've never seen Star Wars". I guess I could also say "I've never used TripAdvisor to choose a travel experience". This article did challenge some of my perceptions but left me wondering if I had the "Volvo problem" or was it "I began to feel a rash desire to partake in some activity that was not on TripAdvisor, an experience that had not already been mediated by the leveling winds of mass opinion—a rathole restaurant or fleabag hotel where I didn’t already know the front-desk clerk’s name. I wanted to have no expectations, either exceeded or unmet". I'm tempted to think it is the latter, whichever it was, I will no longer think of TripAdvisor in the same way after reading this article.

@eurapart  I stayed in ratholes set up by clients where the TripAdvisor Excellence sticker was on the window (although I had not consulted TripAdvisor beforehand).

@SonjaSwissLife Is this and your following comment just reinforcing the 'Volvo problem'? The concept of TripAdvisor is sound, but just like anything on the world wide web, if there is money to be made by gaming the system, then don't be surprised when people start to game it. 

@eurapart I'm not really following the Volvo problem although I saw something about excessive complaints and can imagine.

Unfortunately some people and companies are always trying to game the system with or without the Internet. I still hear the words of Michael Douglas in WALL STREET answering the question of what keeps capitalism going and the answer is and has always been....GREED.

It's unfortunate that TripAdvisor has not been able to control the gamers because I agree that in principle, it's a good concept if looked at carefully and they have made great strides in trying to personalize reviews by connecting people to people who the reader knows (although that's a bit scary also). 

@SonjaSwissLife The Volvo problem is described in the article. What don't you follow?

@eurapart to me the most worrying comment in that article, by their marketing director, is “That entire offline community got imported onto TripAdvisor.” To me, that shows complete lack of respect for customers. Using the word "community" suggests a warm and fuzzy care, but no better than greenwash in a tech/marketing form (e-wash?). They are but a number, to be 'imported onto' the platform.
And this is a site that says it empowers consumers. That comment would suggest rather it empowers itself by its volume control. Socialist or capitalist? Whichever, it's gaming the world's travellers.

TripAdvisor (formerly owned by Expedia) and other User Generated Content websites have changed the entire travel industry. As a result of the loss of credibility regarding ratings and the number of stars that used to be attributed to hotels by professional government tourist offices and travel agent publications such as the now "extinct" Hotel Index and the Star Guide who hired and paid inspectors who actually went to these hotels (in some cases annually!) and had a set of clear criterion. 

We can only use these UGC sites with an attitude of "take it with a grain of salt". Besides the fraudulent reviews, there are the opinions of people who do not resemble me whatsoever.  I usually don't even look at a rating unless I'm going to write about the trip.

Emptor cavete! All we have left for decision making and is based on something negative rather than positive.