In 2006, Travelocity bought the 8-year-old IgoUgo.com consumer review site. Unlike reviews and capabilities posted on most travel search sites, IgoUgo's is restricted to consumer reviews and has a bevy of steady contributors with screen names and column-like travelogues from across the world. Some have standing reviews with his or her own following. They contain warnings, blessings and information regarding the hotel-stay experience, plus additional information on location and nearby amenities, both good and bad.

Cameron Siewart, content and community manager at IgoUgo, says the review site is launching a hotel owner/operator-response page to address issues raised in consumer reviews. Do hoteliers take negative reviews seriously? She tells GlobeSt.com that "we do hear from properties on a regular basis asking for negative reviews to be taken down, which we do not do unless reviews clearly violate our terms or conditions'' of use.What are the three major sins to block a posting? "It can't be slanderous or contain offensive language and it can't be written by hotel managers,'' Siewart says.

Siewart's staff vets each review entry, and yes, general managers have attempted to post fake reviews. "We've had hotel managers 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 recognize market-speak."