THE REVIEWS ARE IN

When it comes to buying travel, other people’s opinions count. But who can you trust?

- RAMSEY QUBEIN

User-generated feedback sites proliferate on the Internet with the promise of honest consumer comments and first-hand experience about the places we frequent as travelers. Hotels, restaurants and tour companies rely on people sharing their feedback and advice, which serves as another form of promotion or advertising. But as with many things online, it is hard to determine what and who to trust.

Like advertising, what we see and read can influence our decision making unconsciously and consciously, which is why when it comes to buying travel, review sites are not something that can be ignored. Still, exercising judgment when reading the commentary of strangers could go a long way in managing expectations when we travel.

REVIEWING THE REVIEWER

Online sites like TripAdvisor and Yelp have revolutionized the way we analyze the quality of businesses. While we use these reviews to make travel decisions, it is important to realize that we don’t always know the user’s frame of reference.

Is what is important to you the same that’s important to another patron (think about families versus business travelers)? Is this the reviewer’s first time visiting that type of hotel? Or that destination? Do they normally dine out at similar establishments in the same area or price point, which would give them a framework within which they can judge? Is the service culture similar to what they are accustomed to or could there be misinterpretation?