On our website, you can read reviews of our holidays collected by an independent reviews company, Reevoo. In this Guest Blog, Edwin from Revoo explains why this independence matters when you are choosing your next break.
If you’ve ever stared blankly at an especially dense restaurant menu, paralysed by the number of options, you’re not alone. More choices makes choosing harder – and it seems like we’re given nothing but choices these days. Previously, your parents probably had a tour company that they always used, or would pick one based on advice from a neighbour or friend.
The modern tour booking process has become an exhausting effort to digest all of the information available online. That’s the modern problem – how on earth do you choose?
In an ideal world, the real and honest opinions of people who went on these tours and booked with these tour companies would be readily available to guide you. Unfortunately, in the real world – that is, the real internet world – these holidaymakers’ opinions are often mixed together with fake reviews or testimonials. The fake positive reviews are written by the businesses themselves, and some even pay agencies or freelancers to write them in bulk. The fake negative reviews are written by their competitors. It’s illegal, but it happens. Sadly, news stories about fake reviews on TripAdvisor are a regular occurrence.
I work for independent reviews company Reevoo and we hate fake reviews. In fact, they are our raison d’être. Nine years ago, one of our founders was looking for a camera on Amazon, but didn’t feel as though he could trust the reviews there: “There has to be a better way, because these reviews are exactly what I should trust most on this page, more than the manufacturer’s blurb.”
With his co-founders he came up with a method of collecting and displaying reviews on the brand’s behalf through a third party. With an impartial moderator, only people who have actually bought the product or service are allowed to write a review. We still do it that way today for all of our clients, including Newmarket Holidays.
The company could collect and publish their own reviews, but with fake reviews out there, you might not trust them. They could show reviews that look like the ones on TripAdvisor, but you might not trust them either (especially when you’ve just read a BBC news article about fake reviews on TripAdvisor).
Newmarket Holidays understands that, just as a ‘Norton Certified’ trustmark indicates that a third party has vouched for the security of the payment on a website, showing a Reevoo trustmark indicates that there are no fake reviews on www.newmarketholidays.co.uk. The company understands how important trust is to you.
There is actually more going on out there than just fake reviews. All reviews could be real, but that doesn’t mean that they aren’t misleading you.
Imagine a company that shows real reviews but removes all the bad ones, or edits the content to remove negative comments. Unfortunately, such deception is rarely talked about in the press, but I dread to think how often this happens – our anecdotal evidence suggests it’s probably more than you think. How often are innocent consumers misled, convinced into buying something that they wouldn’t have if they had known the whole truth?
The whole truth is what Newmarket wanted when it chose to work with Reevoo. Transparency is important to both of us – because it’s important to you, the consumer. Think about how confident the company must be to display the negative experiences that some people may have had for all to see. It’s not about hiding these stories – it’s about acknowledging that things can go wrong, and learning from it in order to make things better next time around. Better services will get better reviews, which will help people make better decisions.