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Travel Reviews Matter, Even If They’re Wrong

By SHANNON KELLY

Reviews of Montreal's Au Pied de Cochon on Gogobot (Screenshot: Gogobot.com)

The recent bruhaha in the UK over TripAdvisor’s not-so-trustworthy “reviews you can trust” has brought the issue of whether user reviews can be trusted front and centre. But it seems that travellers rely on them anyway, according to research from eDigital Research, a research firm specializing in online businesses.

Research results showed that 75 per cent of consumers still think that most online travel reviews are “mostly genuine,” and 61 per cent are more likely to book with a particular establishment due to a positive review.

Research showed that 75 per cent of consumers still think most online travel reviews are “mostly genuine.”

If you do use online travel reviews as a source of advice, we agree with tech-product expert Phil Baker that you should be wary of establishments with only a handful of reviews, namely, do an online search for the establishment name plus “complaints” and cross-check against other sites like Gogobot and Yelp.

You can also do the social media thing: ask your friends on Facebook and your followers on Twitter. You probably won’t get as many recommendations as Jonah Hill did when he was seeking a Toronto sushi place during the Toronto International Film Festival last year, but it can’t hurt.