TripAdvisor, the website which boasts "over 40 million trusted traveller reviews and opinions" have been criticised for not removing outdated and fake comments.

Heiko Figge, managing director of Guoman and Thistle Hotels told Travel Today that TripAdvisor was being irresponsible by allowing “inaccurate and irrelevant” comments to remain on the site, some of which date back to 2003.

“Why would you not remove reviews that date back so long?” he asked. “I can't get my head around it. We are talking about the reputation of a hotel here.”

He added that hotels that have undergone upgrades and renovations are being adversely affected by out of date comments.

More worryingly, hotel staff and management have also been targeted by potentially slanderous claims and comments, but TripAdvisor's business commercial director, Karen Plumb, said there were measures in place to detect these kinds of reviews.

Sheraton Mirage general manager, Lachlan Walker, said that it's important for hoteliers to be active participants on TripAdvisor  in order to respond to any questions or concerns.

"For us it's a real driver of business. We look at feedback as a gift as it provides us with opportunities to improve. TripAdvisor gives us the opportunity to respond back to the guest in a public forum."

Mr Walker said that comments dating back many years can provide potential guests with a history of the establishment.

"They can see where improvements have taken place," he said. "We personally read every review, good and bad. If there's a comment about cleaning or food and beverage for example, we discuss it and act on it."