Online reviews have become a natural part of travel planning. Trip Advisor, in particular, stands out with its huge volume of user-generated content. According to Trip Advisor, they have over a billion reviews and comments, and they calculate that 96% of users read reviews before booking their holidays. However, making sense of the information can be daunting. Here’s how to get the best from Trip Advisor reviews.
Trip Advisor’s review algorithm is a closely guarded secret. However, it’s safe to make some assumptions, based on what they themselves have explained. Recent reviews generally carry more weight than older ones, reflecting current conditions and service levels. Additionally, the number of reviews for a provider can influence the overall rating, offering a broader perspective on quality and consistency.
When sifting through reviews, be wary of extreme negativity and subjectivity. For instance, condemning a hotel for a natural disaster, like a flood caused by a freak storm, is unreasonable. Such reviews often reveal more about the reviewer’s expectations than the actual service provided. However, in contrast, it’s fair to evaluate how the hotel managed the crisis.
Likewise, excessive positivity can also be misleading. A large number of rave reviews that suggest perfection may be suspicious. It’s rare for any travel service provider to be perfect the whole time. With overwhelmingly positive reviews, scrutinize the details. Consider not only what is being praised but also what is omitted. What aspects are being judged, and is the praise justified?
The most reliable and useful Trip Advisor reviews are balanced and recent. Look for feedback that highlights both positives and negatives. A review that mentions specific problems but recognises the good aspects of the experience tends to be more trustworthy than one which is focused just on what went wrong. Similarly, reviews from repeat guests can offer valuable insights. Returning customers are likely to have a comprehensive view based on more experience, indicating overall satisfaction despite occasional issues.
If several reviews mention the same positive or negative aspects, there is likely to be some truth in these comments. This collective wisdom can guide your expectations and decisions more effectively than isolated opinions.
So long as the Trip Advisor Review is otherwise credible, the more recent ones are likely to be more accurate. The hospitality industry rarely stands still and changes to management, staff, and services occur frequently. A two-year-old review may no longer be relevant. Prioritize recent reviews to get an up-to-date picture of the provider’s current standards.
How a provider responds to reviews can be equally telling. Consistent, constructive responses to criticism demonstrate a commitment to customer satisfaction. Look for responses that acknowledge errors and offer solutions. Providers that engage positively with both negative and positive feedback are usually the ones that recognise the importance of good customer service.
Do note, however, that not all providers respond publicly to reviews. This absence does not automatically indicate neglect; some prefer resolving issues privately to avoid public disputes.
Over time in the travel industry I started to play a game with expectations. While visiting countless hotels and resorts, some simple clues to quality became obvious. Why not take up the challenge and see if they still hold true? Here’s the test
Arriving in a hotel (any hotel, regardless of star rating or price) check two things in particular
In a decade of negotiating and contracting with both independent and chain hotels, if the answer to both was “yes” then it was 99% certain that the whole hotel would be clean, staff would be on their toes, and guests’ stays would be calm, relaxed and enjoyable – the perfect material for a 5 star review.
While reviews can provide valuable insights, it’s important to remain balanced and objective in the way we use them. Try not to be swayed by outliers, either negative or excessively positive, as the view of a small minority is unlikely to be truly representative. Focus on the average sentiment and typical comments to form a reasoned opinion. Your personal experiences in similar settings can also serve as a benchmark for what to expect.
Trip Advisor reviews are a powerful tool for making informed travel decisions. By considering the date, balance, and patterns in reviews, and paying attention to provider responses, you can glean useful information very easily. Use your own judgment to interpret the feedback and set realistic expectations for your next holiday. And don’t be afraid to write a review when you get back – just make sure it’s honest, balanced and fair!
By Declan Morton, writer and editor at Essiell Ltd and Money4Travel.
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