Risk comparisons are risky, and sick people are not statistics

Some 1,200 people have, according to legal-types in the U.K., been sickened after staying at the First Choice-owned Holiday Village Turkey resort since 2005.

Although First Choice has paid out over £100,000 to 34 claimants who stayed at the hotel in 2005 and 2007, solicitors say it has "refused to accept responsibility" over more recent cases.

First Choice said they were in negotiations with the law firm to resolve the issue amicably and couldn’t comment further, but they did manage to keep talking and do further damage:

"First Choice would like to take this opportunity to assure all its customers that we closely audit all the resorts to which we operate, including the Holiday Village Turkey, to ensure that health, hygiene and comfort levels are maintained.

"Reports of sickness in 2010 were minimal; in particular, out of the 46,000 customers who have stayed there this year, only 0.42 per cent have reported minor ailments such as a mild stomach upset.

"This figure is extremely low, and has been substantiated by the Health Protection Agency, who have confirmed that they have received no reports of infection at the property this year.”

Telling 193 paying customers that their barfing was a statistical anomaly isn’t going to win future customers. And won’t help in court.