Online hotel review company TripAdvisor launched a hotline on Tuesday for hoteliers that would like to talk about reviews they consider unfair or defamatory.
So far the hotline has been launched for TripAdvisor’s U.K. and Italian websites, but the company plans on expanding it to all its websites.
“Customer support numbers for the rest of EMEA, Asia Pacific and the Americas will be launched in the next few months,” said Kevin Carter, manager of business and trade public relations at TripAdvisor.
The move is part of a large campaign by TripAdvisor of reaching out to hoteliers to utilize the website’s features, which has come as the company has come under increasing scrutiny of the veracity of its reviews. Government investigations have been launched in the U.K. into the subject.
TripAdvisor, a subsidiary of Expedia, Inc., maintains that the vast majority of reviews on its website are legitimate and there is “zero tolerance” for hoteliers and reviewers breaking policy. Penalties include getting a red badge for phony reviews posted on the hotel’s review page.