These reviews, the argument goes, are unreliable, fraudulent and dangerous.
But, these companies should know that the hotel industry itself pays very close attention to TripAdvisor, for better or worse.
Heather Turner tweeted the other day about Hotel Teatro, a boutique property in Denver, which leverages TripAdvisor to its advantage.
HotelMarketingStrategies quotes Hotel Teatro General Manager David Craig on how the property uses TripAdvisor reviews.
"We also spend the first portion of every staff meeting reading our newest TripAdvisor reviews aloud to the group," Craig is quoted as saying. "This establishes a forum for recognizing favorable performance and for developing solutions where we have areas of opportunity."
And Craig advises repeat guests, who corresponded with the hotel about their pleasurable experiences: "Thank you for taking the time to relay the details of your experience at Hotel Teatro. I am so glad that you had a wonderful visit. If you’d like to share your experience with others, I encourage you to do so at www.tripadvisor.com."
No word if Craig advises any unhappy guests to do likewise.
However, Hotel Teatro's strategy of paying close attention to what is being said about the property on TripAdvisor, and doubtless in other social media outlets, has helped the hotel achieve its TripAdvisor Popularity Index Rating of #2 out of 148 hotels covered by TripAdvisor in Denver.
Hey, TripAdvisor is very far from perfect.
But, smart companies and astute travelers would be wise to take its reviews into account instead of pretending they don't exist or have no merit.