How many of you rely on user-generated reviews to help pick a hotel or vacation rental? Virtual show of hands. That’s what we thought. And if a vacation rental owner’s property listing had bathroom pics showing only the porcelain spaces not dripping black mold, you might be inclined to tell the world, ex post tripso.
Not so fast.
According to a recent piece by veteran consumer travel writer Chris Elliott, “non-disparagement” clauses are seeping into vacation rental contracts as owners and management companies attempt to vigorously defend their reputations in a user-generated landscape. One scathing review, real or fake, can gut a small business, they say. Consumers aren’t the only ones who need protection.
Blow off the fine print and you could face a heavy fine, which a couple did recently for posting a negative review of an Arizona vacation rental on VRBO.com. Their rental contract said they needed consent from the owner or the owner’s rep, Progressive Management Concepts, to do so. Their credit card was hit with a punitive $500 fine. (The couple eventually agreed to take down the review and got their $500 back, plus $200 more.)
TJ Mahony, CEO and co-founder of IndependentTraveler.com sister site FlipKey, a vacation rental site, told us he hadn’t heard of this practice yet — but said, “In principle, we would never encourage nor support this.
“The overwhelmingly majority of vacation rental experiences are positive. Moreover, FlipKey and TripAdvisor offer extensive reputation management tools to help homeowners effectively manage their online reputation and address unreasonable claims.”
Mahony said he would personally never sign a contract including such a clause.
We agree. While there’s little doubt that fake, or at least disingenuous, reviews are a problem, forced confidentiality is not the solution. Online reviews are not some “vast buzzing, blooming confusion,” as travel icon Arthur Frommer recently told the Wall Street Journal. They’re one of many essential tools — which include, yes, guidebooks — used by the savvy traveler.
So, amid the fine print, there’s may be another question to ask when interviewing a vacation rental owner: Are you okay with consumer reviews?
— written by Dan Askin
Editor’s Note: IndependentTraveler.com is published by The Independent Traveler, Inc., a member of the TripAdvisor Media Network, which also owns FlipKey.