In 2006, Travelocity bought the 8-year-old IgoUgo.com consumerreview site. Unlike reviews and capabilities posted on most travelsearch sites, IgoUgo's is restricted to consumer reviews and has abevy of steady contributors with screen names and column-liketravelogues from across the world. Some have standing reviews withhis or her own following. They contain warnings, blessings andinformation regarding the hotel-stay experience, plus additionalinformation on location and nearby amenities, both good andbad.

Cameron Siewart, content and community manager at IgoUgo, saysthe review site is launching a hotel owner/operator-response pageto address issues raised in consumer reviews. Do hoteliers takenegative reviews seriously? She tells GlobeSt.com that "we do hearfrom properties on a regular basis asking for negative reviews tobe taken down, which we do not do unless reviews clearly violateour terms or conditions'' of use.What are the three major sins toblock a posting? "It can't be slanderous or contain offensivelanguage and it can't be written by hotel managers,'' Siewartsays.

Siewart's staff vets each review entry, and yes, generalmanagers have attempted to post fake reviews. "We've had hotelmanagers write reviews and use their (business) e-mail addresses,''Siewart says. "We review every incoming entry for integrity and(staff) is trained to track fakes. It's not that hard to recognizemarket-speak."