October 6, 2022
Article in English only
User Reviews and Their Impact on Businesses: The Case of TripAdvisor and TheFork
The Influence of Online Reviews
Before booking a hotel or restaurant, most people instinctively turn to the internet to read user reviews and assess the quality of an establishment. Platforms such as TripAdvisor and TheFork have become the dominant reference points for this purpose.
TripAdvisor: The Pioneer in Online Reviews
Founded in the early 2000s — before the rise of social media — TripAdvisor has had decades to evolve, amassing an enormous database of user-generated content. With over one billion reviews in 28 languages across 49 countries and more than four million restaurants, it dominates the online review industry.
However, the system has a major flaw: anyone can post a review, even without visiting the establishment. Despite this, businesses feel compelled to maintain a presence on such platforms, as "word of mouth" has moved almost entirely online.
Search Engine Dominance and Visibility
Platforms like TripAdvisor and Booking.com consistently appear at the top of search results. Their strength lies in owning extensive directories with keywords covering cities, addresses and categories (for example, "restaurant Geneva" or "Asian restaurant Rome").
Their visibility is reinforced by powerful SEO strategies, internal teams and agreements with major technology companies (GAFAs). Meanwhile, individual restaurants struggle to rank highly, even with well-designed, properly indexed websites.
The Illusion of Objectivity in Reviews
Social media and online review platforms often create misleading expectations. Influencers set trends, while consumers risk disappointment when reality fails to match digital portrayals.
Review platforms rarely disclose how their algorithms work, leaving users unaware of how ratings affect visibility. What is certain is that these businesses rely heavily on user-generated content to sustain revenue through advertising and premium services.
TheFork: A Business Model Based on Commissions
Launched in 2007, TheFork became well-known through extensive advertising, especially in Italy. Now owned by TripAdvisor, it charges restaurants CHF 6 per lunchtime reservation and CHF 8 per dinner booking — meaning a table of four costs a restaurant CHF 32.
The goal is clear: profit maximisation through monetised traffic and data. Promotions such as "two meals for the price of one" may boost visibility but do little to encourage long-term customer loyalty.
The Subjectivity of Ratings
Ratings strongly influence reputation yet remain deeply subjective. A well-known example is a negative review of a sushi restaurant for "serving raw fish." Such comments expose the inconsistency of user reviews and the difficulty of ensuring fairness.
Alternative Strategies for Businesses
While platforms like TripAdvisor dominate search rankings, businesses can reclaim some control by:
- Implementing independent reservation systems
- Encouraging direct communication with customers
In many regions, especially smaller towns, telephone reservations remain common and allow flexibility, human contact and personalisation — elements often lost in third-party systems.
A strong business, whether a restaurant or an online store, ultimately depends on customer loyalty. Direct engagement builds trust that no algorithm can replace.
Social Media and Digital Marketing: A Double-Edged Sword
Many businesses rely on Instagram, Facebook, LinkedIn and YouTube to improve visibility without major advertising budgets. However, organic reach is unpredictable, and paid campaigns are often required.
For instance, Facebook may promise wide exposure (CHF 300 for 100,000 people), yet this does not guarantee real engagement or conversions.
TripAdvisor's premium subscription (CHF 600 per year) offers features like highlighted reviews and storyboard displays — but raises ethical concerns. Is it genuine marketing or simply a paid method to manipulate visibility? Ultimately, no marketing campaign can compensate for poor quality.
The Parallel Market: Fake Reviews for Sale
The influence of review platforms has created a black market for fake reviews. Businesses can buy fabricated "verified" feedback for around CHF 14 each, artificially boosting their reputation and misleading consumers.
The Uber Case: Algorithmic Manipulation
Workers in platforms such as Uber and Uber Eats, considered independent contractors under Swiss law, also face algorithmic control. New drivers receive high booking volumes initially, only to experience longer waiting times later.
Customer ratings influence their standing, yet the algorithm prioritises platform performance over fairness. The result is a workforce optimised for efficiency but subject to opaque rules, another example of digital asymmetry between individuals and large platforms.
The Need for Digital Awareness
Both consumers and businesses must cultivate digital awareness to understand how algorithms and platforms shape visibility, rankings and behaviour.
Digital literacy and security should become part of public education, equipping future generations to navigate a world dominated by data-driven systems.
Recognising the influence of online review platforms and search engines enables businesses to pursue authentic engagement and independent visibility, rather than relying entirely on third-party ecosystems.
In today's digital economy, critical thinking and informed choices remain essential for both consumers and professionals.