But the world's largest travel website, TripAdvisor, is facing a searing backlash from hoteliers who claim it is rife with inaccuracies and fraudulent claims about their properties concocted by phoney reviewers.
This week, it was slammed as "despicable and cowardly" by BBC Dragon's Den panellist Duncan Bannatyne after he complained that a "dishonest" review compared his Charlton House Spa in Somerset to Fawlty Towers. He demanded that it be removed.
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