Trip Advisor is our bête noir. Not because we get bad reviews--all our reviews are stellar--but because if we were to get an unfair review, we would have little or no recourse to correct it, except posting a response.
This is why it makes me so crazy that TA is trying to establish another income center by getting innkeepers to sign on. Guess what? Trip Advisor is not a marketing tool. It is a review site. Good for it. We'll stand by our reviews. But we'll never give these people a dime because they don't have our best interests at heart. And we understand that. And, frankly, I applaud them that they are staying true to their initial business plan.
But I don't need them to market my good reviews (Google's much better), and I certainly don't plan to pay them for dubious exposure when they refuse to give me recourse in the event of a bad review.
Some marketing consultant convinced TA they could make a lot more money converting their reviews into marketing leverage. But TA isn't going to be happy serving two masters: guests and the folks trying to sell them rooms.
We're content letting TA be TA: we have no intention of leveraging our reviews, and we certainly won't pay TA to do so.
If we get a bad review, we'll deal with it. Certainly, TA won't.