Our team are strong advocates for travellers doing their due diligence before setting off on that trip of a lifetime.
Reading reviews is often one of the steps most travellers do before booking. Because, let’s face it, knowing what other travellers think of different accommodation options, how they rate a dining experience and what they enjoyed or disliked about a tour can help in your own decision-making process. But beware, not all travel reviews are equal.
Can you spot the facts from the fakes?
With literally millions of travel reviews on online sites such as TripAdvisor it was staggering to read in an article recently published in The Australian that:
“Of the 26 million reviews submitted to TripAdvisor in 2020 1 million were deemed fraudulent. The platform says each post goes through a computerised tracking system and 3.1% of reviews in 2020 were automatically rejected with a further 5.1% sent to moderators. The company’s 2021 transparency report states its systems “prevented 67.1% of fake review submissions from making it onto the platform.” That implies that 32.9% slipped through the net and we’re only detected after they had appeared online.”
“TripAdvisor is the industry leader, but it is not alone. Danish company Trustpilot reported in 2020 that 2.2million of the 39 million reviews submitted to its site in 2020 were fake.”
Luke Hardaker, Director at Apex Travel gives the following advice when considering travel reviews when planning your trip:
1. Use more than one source when assessing online reviews and ratings. Aside from TripAdvisor and Trustpilot, a quick Google search and even better the reviews on a business’s own Facebook page can uncover a lot.
2. Speak with an experienced travel advisor who has been there before or has had clients experience the property or activity firsthand. Nothing beats professional advice and a personal recommendation.
3. Online look for meaningful comments that mention specific things. The more precise and detailed the review the more assured you can be of its authenticity.
4. Disregard reviews where only a star rating is listed, particularly where they are one- or five-star rating without any comments.
It is also important to keep this in mind if you’re ever giving your own review. Let’s be honest most people only spend the time reviewing if the experience was exceptional or horrific, but always back up that star rating you give with some valuable commentary that can help your fellow travellers spot your real review from a fake.
If in doubt, please consult an experienced travel advisor. “Our contacts throughout the industry and across the globe mean you can rest assured that the recommendations we make live up to your expectations. We are here to help you curate the best travel experience possible.” Says Hardaker.
For trusted firsthand travel advice and recommendations when planning your next escape please get in touch with the Apex Travel team.
