Accor hotel executive exposed for posting biased TripAdvisor reviews

A senior executive at one of the world’s largest hotel groups has admitted breaching TripAdvisor’s rules by posting dozens of glowing reviews about the firm’s properties. Peter Hook, who describes himself on Twitter as “director of propaganda” for Accor hotels in Asia and the Pacific, also published a number of critical reviews about the company’s rivals. The communications manager was caught out by the online reputation management firm Kwikchex following the introduction of TripAdvisor’s new Facebook app. Unlike the TripAdvisor website, where reviewers are identified only by their username, the app displays a name, photograph and location, taken from each user's Facebook account. Tavare, a user who has anonymously contributed 106 reviews in 43 cities during the last few years, is identified by the app as Peter Hook from Sydney, with an accompanying photo. The picture of the Accor executive, which sits alongside the review, is identical to the one found on his LinkedIn profile. Tavare/Mr Hook has published five-star reviews for