As a hotelier, with what I feel is an awesome hotel, I do understand that not everyone is going to be satisfied or hateful. I utilize TA but I also can weed out some of the fake reviews as well. But, on that vein, let me supply some insider information:
Trip Advisor is owned by Expedia, the online
travel agency. They say they don't but they tend to promote the hotels that either pay to advertise or that give Expedia a large chunk of business. Take that with a grain as well.
Hotels
CAN and WILL remove bad reviews from Trip Advisor, and depending on the advertising fees or if you know someone on the inside, this does happen frequently. All hotels can file to have a false complaint removed but, and in my personal experience, unless you jump through hoops with their company and notarized statements from the President (exaggeration but you see the point), they will not remove it. Generally, only a couple per year can be removed by a non-insider hotel, even with proof and validation.
Many hotels, even though it is not allowed and you can have your account shut down, will have friends and families post fake reviews to elevate their standings. This doesn't seem to affect the resorts and such, as they have 1000+ rooms. But smaller chains like mine can be impacted with just 3 or 4 fake reviews, whether good or bad.
Take this FWIW. I do utilize TA but I also go on other sites like Expedia and such, because they also allow reviews to be posted. I utilize the message feature on TA to send a few private messages to get the real story or hints or tips- anyone totally blasting a hotel on TA usually has an axe to grind and someone praising to a point of obsession generally got something that most guests will not. I am always fair in my reviews, and I make sure to preface mine with the fact that I do work for a hotel so my expectations are a lot higher than some folks, but again, if I see something that is wrong, I will tell it straight. If I see something fantastic, I will tell it straight...also FWIW, I have done reviews of the Disney properties and been told in a private message that my reviews were dead-on, fair, and written well enough for people to see both sides to a story. I think a well-written review is more important than an angry or over-the-top review.
Hope this helps.