Fake reviews could mean losing out on a customer, even as holiday bookings increase. Steph Heasman, global director of customer success at review and customer insights platform Feefo, explains how to spot them
With the ban on international holidays now lifted and certain countries on the green list, many of us are planning trips abroad, and bookings are on the up for many agents and operators.
While it’s fantastic that so many people are looking to book their breaks away, fake reviews could hold your business back from reaching the very customers who are desperate to purchase a holiday with you.
The scale of the problem is huge. One review platform recently revealed it removed 2.2 million fake reviews from its open platform in 2020. What’s more, the Competition and Markets Authority (CMA) estimates that £23 billion worth of consumer purchases a year are influenced by online reviews.
Fake negative reviews risk deterring potential customers from booking with you, while fake positive reviews could ultimately cause potential customers to no longer trust the feedback they read.
Fortunately, there are some tell-tale signs for you or your customer service team to look out for: