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Anxious Brits ‘addicted’ to scouring reviews online before booking a holiday

Anxious Brits admit they’re “addicted” to scouring reviews – with a third “refusing” to ebook a holiday with out studying all of them beforehand.

A ballot of two,000 UK holidaymakers discovered 4 in ten are “obsessed” with scrolling by means of reviews.

Nearly a third (31 p.c) admit feeling “extremely worried” on the considered booking a large journey away with out seeing what different folks thought first, with 14 reviews being the typical they need to learn before committing to a holiday.

1 / 4 admit to doubtlessly “losing sleep” over it – however regardless of this, 21 p.c have been let down previously by deceptive suggestions left by full strangers.


The research was commissioned by homestay firm Plum Guide, to spotlight the chance of taking an nameless particular person’s opinion as gospel.

It projected actual one-star reviews onto landmarks of cultural or historic significance in London and New York, to reveal that even Tower of London, Tate Modern and the National Gallery aren’t protected from scorn and deceptive feedback.

Laughable one-star reviews light up The National Gallery as homestay company Plum Guide warns the nation of the danger in trusting them

Laughable one-star reviews mild up The National Gallery as homestay firm Plum Guide warns the nation of the hazard in trusting them
(Image: SWNS)

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Cognitive scientist Philip Fernbach, who has teamed up with Plum Guide, stated: “The consumer information environment has undergone a seismic shift in the last 10 years, and online reviews are now the predominant source of information that consumers rely on.

“Unfortunately, the average star rating is heavily biased, fake reviews are common – and for experiences like holidays, different consumers can have radically different tastes.

“The research shows that people trust reviews tremendously, even admitting to being obsessed with them, despite sometimes experiencing substantial negative repercussions of this trust.

“It would be better for consumers if they could supplement their reliance on reviews with more expert or critical evaluations, that are not plagued by the myriad limitations of the online review system.”


The research additionally discovered that regardless of 68 p.c saying false write-ups have led to arguments and rigidity amongst these they had been holidaying with, greater than three in 5 nonetheless belief strangers’ opinions when booking or buying one thing online.

To emphasise the danger of trusting online reviews, homestay company Plum Guide projects ridiculous one-star reviews onto London’s iconic Tate Modern

To emphasise the hazard of trusting online reviews, homestay firm Plum Guide initiatives ridiculous one-star reviews onto London’s iconic Tate Modern
(Image: SWNS)

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With holiday bookings on the rise this 12 months, the OnePoll research additionally discovered the typical grownup plans to spend a complete of £2,844 this 12 months on journeys – a mean of £800 greater than final 12 months.

But for 46 p.c, the quantity of alternative and analysis required when booking a holiday is “overwhelming” and “stressful”.

So, it could be no shock that just about three-quarters (73 p.c) really feel there wants to be a extra reliable and correct system when planning a journey.

Plum Guide Founder and CEO, Doron Meyassed, stated: “For restaurants we have the Michelin Star, yet for booking travel, we only have the opinions of anonymous strangers.

“Booking through a platform such as Plum Guide, in which every property is subjected to a vetting process by real, trained critics, offers peace of mind and truly special experiences.

“To highlight the absurdity of relying solely on online reviews to find the exceptional, we thought it would be interesting to project some on to a few of the most critically acclaimed and iconic locations in London and New York, to start a conversation which challenges our obsession with reviews.”

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