User-generated online reviews have become a go-to source of information for the travel industry but there are concerns over how much importance travellers place on them. The British Hospitality Association is in talks with TripAdvisor, claiming that some customers are demanding meals and upgrades in exchange for not writing bad reviews. Sean Tipton from ABTA, the UK's travel trade association, says online reviews can be make or break for some small businesses. "We are seeing increasing numbers of malicious reviews being posted by members of the public or competitors and that can be incredibly damaging. "Of course if you're not providing an up to scratch service then you deserve the bad reviews you get, but people rely on these websites so much it can actually have a very direct effect on a company's business." So how should users spot the real reviews from the fakes? Sean recommends focusing on the "middle 80%". Get the full story at Sky News