ANXIOUS Britons admit they are ‘addicted’ to searching for reviews, with a third ‘rejecting’ holiday bookings without reading them first.
A poll of 2,000 UK holidaymakers found that 4 in 10 are ‘obsessed’ with scrolling through reviews.
An average of 14 reviews are read before a vacation begins, with 31% feeling ‘extremely nervous’ at the thought of booking a long-distance trip without seeing what others think first.
And a quarter even admit to potentially ‘losing sleep’ because of it.
Even so, 21% have been disappointed in the past by misleading feedback left by complete strangers.
The study was commissioned by the native company Plum Guide, to highlight the risks of treating an anonymous person’s opinion as gospel.
It predicts real one-star reviews of landmarks of cultural or historical importance in London and New York to prove that not even the Tower of London, the Tate Modern and the National Gallery are safe. against contemptuous and misleading comments.
Cognitive scientist Philip Fernbach, who has collaborated with Plum Guide, said: “The consumer information environment has experienced an earthquake in the past 10 years and online reviews are now the main source of information. primary information on which consumers rely.
“Unfortunately, the average star rating is heavily biased, fake reviews are common, and for experiences like holidays, different consumers can have completely different tastes.
“Research shows that people strongly trust reviews, even admitting to being obsessed with them, despite sometimes experiencing significant negative consequences from this belief.
“It would be better for consumers if they could trust reviews more with expert reviews or, more importantly, without being hampered by the myriad limitations of online review systems.”
The study also found that although 68% said that misrepresentation had led to arguments and tension between the people they vacationed with, more than three in five still trust the opinions of strangers when booking or buying. something online.
With holiday bookings on the rise this year, OnePoll research also found the average adult plans to spend a total of £2,844 this year on trips – £800 more on average than with last year.
But for 46%, the amount of choice and research required when booking a holiday is ‘overwhelming’ and ‘stressful’.
So it’s no surprise that 73% feel the need for a more reliable and accurate system when planning a trip.
Plum Guide founder and CEO, Doron Meyassid, said: “For restaurants we already have a Michelin Star, but for travel bookings we only have opinions of those anonymous stranger.
“Booking through a platform like Plum Guide, where every property is screened by real, trained reviewers, offers peace of mind and a truly exceptional experience.
“To highlight the absurdity of relying solely on online reviews for specials, we thought it would be interesting to project some into a few critically acclaimed locations and iconic locations in London and New York to start a conversation challenging our obsession with reviews. ”
https://www.thesun.co.uk/travel/17438327/holiday-travel-reviews-tourist-attraction/ Britons refuse to book holidays before reading reviews