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When skimming through hotel reviews before a trip, do you ever consider how much of what you’re reading isn’t true? One study believes it’s a worryingly high amount, and luxury hotels are the greatest perpetrators. In fact, according to the study, which looked at over 2 thousand properties, you can actually trust cheaper properties more than higher-end establishments.
The reason? Airbnb.
The findings suggest that the rise of luxury Airbnbs has prompted a huge shift in the more shadowy marketing aspects of the hotel industry. Prior to the home-sharing platform’s arrival, it was estimated that as much as 30% of all hotel reviews were fake — mainly negative reviews posted by competitors. But now, luxury hotels are choosing to post positive reviews of themselves. The findings are specific enough to show that when a high-end Airbnb appeared within one mile of a luxury hotel, a surge in positive reviews generally followed.
This is super important for you as a consumer to remember when planning your next stay. Look for specific details that can give reviews away, like oddly specific or super generic write-ups — although it wouldn’t be surprising to find out that someone was being hired to write detailed reviews about how perfect the clothes hangers were.
by your friends at The Daily Navigator
