E-Mail Travellers looking to book a hotel should trust their gut instinct when it comes to online reviews rather than relying on computer algorithms to weed out the fake ones, a new study suggests. Research, led by the University of York in collaboration with Nanyang Technological University, Singapore, shows the challenges of online 'fake' reviews for both users and computer algorithms. It suggests that a greater awareness of the linguistic characteristics of 'fake' reviews can allow online users to spot the 'real' from the 'fake' for themselves. Dr Snehasish Banerjee, Lecturer in Marketing from the University of York's Management School, said: "Reading and writing online reviews of hotels, restaurants, venues and so on, is a popular activity for online users, but alongside this, 'fake' reviews have also increased.