London: Holidaymakers are being urged to look beyond five-star ratings and glowing reviews when choosing hotels, resorts and holiday rentals, as some online feedback may not accurately reflect the experience awaiting guests.
TruthEngine, which specialises in identifying fake, suspicious and misleading online reviews, is advising travellers to treat reviews as useful guidance rather than guaranteed evidence that a property will meet their expectations.
How to identify misleading reviews
The company has shared 10 tips to help holidaymakers identify potentially misleading reviews before booking.
- Be cautious when every review is overwhelmingly positive
No hotel or holiday rental is perfect. Reviews that are consistently glowing, with no mention of minor problems or practical shortcomings, should prompt travellers to look more closely. Genuine guests typically mention both positive experiences and small issues.
- Look for repeated language
Multiple reviews containing identical phrases, similar descriptions, or wording that resembles promotional material could be a warning sign. Travellers should also be cautious when many reviews repeatedly praise particular staff members but provide little information about the actual stay.
- Check how recent the reviews are
A property that received excellent feedback several years ago may not offer the same experience today. Travellers should prioritise recent reviews and look for signs of recurring complaints or declining standards.
- Read the negative reviews first
Lower-rated reviews can highlight recurring concerns involving cleanliness, noise, customer service, food, construction work, misleading photographs or the surrounding area. A single negative comment may not be significant, but repeated complaints about the same problem deserve attention.
- Compare several review platforms
Holidaymakers should avoid relying on a single booking website. Checking feedback across Google, Tripadvisor, Booking.com, Airbnb, Expedia and social media can provide a broader picture. Significant differences between platforms may warrant further investigation.
- Check traveller photos
Professional property photographs are intended to present the accommodation in the best possible light. Guest-uploaded images can offer a more realistic view of rooms, facilities, pools, beaches, food and the surrounding environment.
- Be wary of reviews lacking detail
Short comments such as ‘amazing hotel’ or ‘perfect stay’ provide limited information. More useful reviews tend to include specific details about rooms, facilities, staff, restaurants, attractions, and practical aspects of the trip.
- See how the property handles complaints
The way a hotel or host responds to criticism can offer insight into its customer service. Professional and constructive responses are generally more reassuring, while aggressive, defensive, or repetitive replies may raise concerns.
- Research the surrounding location
A highly rated property may still be located somewhere that does not suit a traveller’s needs. Holidaymakers should check maps, street views, nearby restaurants, transport connections, beach access, potential noise, and local discussions before booking.
- Watch for sudden waves of five-star reviews
A large number of highly positive reviews appearing within a short period, particularly after a property has received a series of poor ratings, may warrant additional scrutiny.
TruthEngine also advises travellers to be careful with listings that make bold claims while providing little practical information. Vague descriptions, heavily edited photographs, unclear addresses, uncertain cancellation policies and unusually low prices can all indicate that further checks are needed.
The company recommends a ‘trust but verify’ approach when planning holidays. Online reviews can provide valuable insight, but travellers should compare them with guest photographs, maps, independent information and recent feedback before making a booking.
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