If you choose a hotel based on glowing social media comments — "OMG, I love this place!" — you may be relying on bogus or insufficient information.
That assessment came from Market Metrix, a Bay Area-based hotel market research company, in a study that found up to 40% of reviews could be made up or even paid for by the hotels.
And even if those online comments are genuine, the study said the reviews could be skewed because hotel guests with bad experiences are three times more likely to write a review than those who had a good or neutral experience.
The study also argued that young people are overrepresented in social media reviews. Only 20% of adults over the age of 50 participate in social media, according to a survey by the Pew Research Center.