Australia's leading hotel owners are pushing for greater online quality control standards to protect the increasing number of people booking their holidays on the internet.

While websites such as wotif.com, which took the stock market by storm when it listed this month, are well-known and trusted, they are being joined by an increasing number of online operators promoting and selling holiday products.

Australian Hotels Association national affairs director Bill Healey says his organisation is not promoting a national accreditation scheme, but more needs to be done to ensure truth in online advertising.

Mr Healey says problems such as residential properties being marketed as tourist accommodation have arisen in southern markets, and similar stories are starting to emerge in Brisbane.

"What you'll find is that when in Sydney, for example, the rental market tightens owners will let (the properties) out as short-term holiday lets," he says.

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