The group is considering the action on both sides of the Atlantic Ocean after growing increasingly concerned about alleged defamatory reviews appearing on hotel pages on the user generated content-driven site.

A British reputation management service KwikChex is fronting the action on behalf of the hotels and confirmed today that over 300 had now applied to join its service, a prerequisite for getting support for any action against TripAdvisor as part of a larger group.

KwikChex CEO Chris Emmins says the company will be carrying out