Websites that provide consumer generated media (CGM) have gained tremendous popularity and influence upon consumers. In no marketplace is this more prevalent than hospitality and tourism. This study considers the impact that brand loyalty to a lodging brand may play upon a poster’s hotel review patterns. To determine this, TripAdvisor posters were selected and segmented based upon the variable hotel brand loyalty. TripAdvisor provides users no indication of the brand loyalty status, if any, of its posters, upon whose ratings and commentaries purchase decisions are often predicated. If a difference exists in the way brand loyalists, versus other reviewers, rate hotel properties, potential consumers may be unduly influenced by the bias of their reviews. The intent of this research note is to determine if postings by hotel brand loyalists exhibit such bias, and if so, to suggest review-site policy change to afford additional confidence to their users.