It really is and the only way to get back to them is to expose them by giving lengthy reviews on your actual experience in that hotel you can go as far as telling in the reviews that there's a possibility of them paying people to give good reviews, people love to read storytelling experiences on their reviews because paid reviews are shill type while telling your whole experience through telling will make your review a true one.
It will not help us anything as they will buy positive feedback from shill sellers regularly which will increase a lot their reputation on the internet the real reviews will have no value among the paid shill reviews.