by Carol Dammel on June 20, 2024
Online reviews. Admit it, we’ve all used them. They are so very tempting when you are in the planning stages of a trip. Sometimes amid a world awash in less than helpful internet "hits", all vying for your attention, they can seem like the only place to quickly find validation of your travel choices. But are these online reviews really a good way to vette your many travel options? In fact the need for that validation can lead you astray. We to often assume that what we find on the internet, and more specifically reviews, is factual. There's some very helpful online material, absolute gold, in fact. However, there is also A LOT of spectacularly bad online information or fools gold, in other words. In theory reviews can be a helpful resource when used properly if you toss in a healthy dose of scepticism and critical thinking skills. But all things considered online reviews can be a real Pandoras box as far as helping us with our travel choices.
Read any comment thread or dig too deep into reviews and it is obvious that there are some very silly people out there who really aren't quite normal. A few seem to take some weird pleasure in talking trash or spreading all manner of rumours for no apparent purpose other than attention seeking or metaphorical axe grinding. Too often reviews are riddled with obscure opinions or vindictive musings. They can definitely steer you astray when you rely too heavily on them. Most of the time I find them to be a minor source of enlightenment, rather than major, when it comes to planning my own trips (or buying alien abduction gear). Despite this, like most, I continue to check them out. It's kind of like rubbernecking. Here are some of the things I consider when using online reviews.
Beware of negative Nellies or Cassandras. It is important to remember that people are more likely to write crazy negative reviews when they feel they have been wronged in some way and boy can some people be touchy! Human nature? I don’t know, but that’s how it is. Some people just seem to feel better when they are dishing out negativity. Furthermore evidence shows that the truth tends to get a little fuzzy when people are remembering negative experiences. Does it mean negative reviews aren’t valid or helpful? Not necessarily, but they should be backed up with details and be well intentioned. Seriously, was it REALLY the worst coffee ever? Was it your first cup of coffee ever? First count to a hundred and take a deep breath. When I feel compelled to leave a less than stellar review I always start with the positive and then move on to the problematic. I use bullet points and leave details. I like to see the same in other peoples reviews. It is more balanced, authentic and well meant in my opinion. Things are rarely all bad or all good. Perfection does not exist. Frankly I rarely bother to write them and only do so when I feel they can be of genuine value to a fellow traveler or a business.
Pollyanna theory. Why DO people sometimes write what seem to be, well, kind of crazy mean reviews? I'm no expert, other than being a keen observer, and I'm sure there are many reasons, but one theory I find plausible is the Pollyanna theory. The Pollyanna principle (also called Pollyannaism or positivity bias) is the tendency for people to remember pleasant items more accurately than unpleasant ones. This tendency is one reason why I believe positive reviews (with details) are far more valuable than the negative. Research indicates that at the subconscious level, the mind tends to focus on the optimistic; while at the conscious level, it tends to focus on the negative. And if, in fact, people tend to skew towards telling "tall tales" when they have had a perceived negative experience, one may need to question the value and accuracy of those negative perceptions. Furthermore I often see those negative rants amplified and warped by others. Kind of like the old telephone game we played in grade school, where a whispered phrase began at one end of the line is completely different by the time it reaches the end of the line; the story can change and become a little crazy when it's been filtered through others.
Likewise reviews that are overly effusive but lack details aren't really helpful either. If you're a Pollyanna EVERYTHING is amazing! Even if it really isn't. OMG everything was so amazing. I'm in love. Why??? So many opinions that people hold are deeply personal and subjective. Or god forbid they're not even really opinions but rather just sales pitches from some "influencer". Consider that one person's amazing meal can be another's worst meal ever. I remember enjoying an experimental cruise meal and dining experience a lot. I observed a couple in front of us having the exact same meal. The wife was enjoying it whilst the husband was hating every dish (fortunately politely). He was actually asking his partner to eat some of his so the waitstaff didn't know he wasn't a fan. He was a VERY picky eater and would probably say he didn't enjoy the dinner at all and would NOT recommend the restaurant. Was the dinner bad? If you were me or the wife it was great and a lot of fun. If you were the husband it was awful. Who's right? Heck if I know. The meal and experience were unique (plus the show unfolding in front of me was fun). Picky eaters would likely detest it. If trying new crazy things sparks joy this was a restaurant experience for you. If you like your meat beefy and well done with a healthy dose of mash and no drama this is not the experience for you. Details do matter.
In another example - when it comes to hotel accommodations, cleanliness and service is hugely important to me. I could mostly care less when the hotel or cruise ship was last remodeled or what sort of decorations it sports. I prefer my pigs clean without lipstick and get mildly irritated by glitzy veneers that sometimes hide or camouflage mediocrity. But I know others who will turn their nose up at something that looks a little old and for whom appearance is very important. After all you are on vacation and I get it if you want things to look spectacular. Opinions around accommodations can therefore be a mixed bag. Someone might hate the dated decor and a frayed carpet. Someone else might appreciate the cleanliness, spaciousness and gracious employees. Remember you are more likely to hear from the individual who hated the decor and though the coffee was the worst ever! Where do you fall? You might LOVE the color of the lipstick on that pig! Or you might prefer chapstick.
Additionally I find when traveling internationally you often find that different nationalities can have very different travel expectations than Americans and each other. They may have very different ideas about what great accommodations look like. You will often find their focus is different and reviews will reflect this. Reviews of some hotels in popular tourist destinations can be left from people all over the world. Identify what really matters to you and focus on that when reading reviews, take a pass on the other stuff. Always remember that you are hearing from only a very small percentage of those who have experienced the product and that percentage is likely heavily comprised of negative Cassandras with bad memories or positively effusive Pollyannas for whom everything is always awesome. You definitely do not even come close to hearing from the entirety of people who could have left reviews (but didn’t - hi that's me).
The quantity of reviews and when they were left matter. Some businesses change hands, rebrand, and remodel all the time - especially in the travel industry. So always sort your reviews by date and look at the newest. These are the ones that matter. Not the ones from 3 years prior when the business had a different name and/or management or may have existed in a different space time continuum. I've seen 4-5 star ratings on businesses but after sorting by date may find that those reviews are very old with the newer ones not looking so sharp or vice versa. What happened? Change of ownership, management - whatever the reason it's a real phenomena and you may wish to dig deeper if you see this.
Businesses have to start somewhere and there are some great businesses that don’t have many reviews. Some businesses also don't need them and so don't solicit them. It can be a challenge to get people to leave those reviews that can sometimes be so important to a businesses success. If a business lacks reviews, that doesn't mean they are bad, in fact they could be a real gem. We’ve all been there when we’re shopping for something and discover something that looks fantabulous, but with no reviews yet. Ah heck, what to do? Live like a maverick or play it safe. There’s always the risk your choice won’t be perfect with or without reviews. Do some basic research, relax and go with it. Every time we travel we learn something new.
If you see a consistent and recurring negative theme in the reviews that is a red flag, especially if it’s a topic that matters to you. If only one reviewer rants about a supposed cockroach (people do tell tall cockroach tales) I'd probably ignore them but if multiple reviews mention the army of cockroaches scuttling about the room, it probably is a matter of concern. Especially if you don't appreciate high protein cockroaches. If a couple of people have a strong opinion about the decor maybe it's not so important unless you also have strong feelings about interior decorating. Read the reviews and sometimes responses from management. I always appreciate responses from management to reviews. Sometimes it’s an opportunity to clarify, set the record straight or apologize, especially if they weren’t made aware of the problem at the time. Regardless it’s nice when a business cares and is responsible enough to respond to comments. It can be another source of valuable information from the people actually running the show. Furthermore it demonstrates that they listen and give a hoot.
Use common sense. If you’re heading to the tropics and you’re put off by one review that mentions a speck of mold - with photo of moldy speck - or an insect - remember it’s the tropics and it is wet and humid with bugs lizards. If these sorts of things are a big problem for you maybe the tropics isn't your thing. Heck I remember staying in a tropical Ritz Carlton that had a mouse problem. It is a daily battle to keep pests at bay in the tropics regardless of the level of accomodations. Traveling to Europe? It’s not uncommon to find people complaining about small rooms, staircases or strange toilets. It’s Europe and some of the buildings are quite old. I prefer the uniqueness and character of these older buildings but if those sorts of accommodations aren’t right for you, you will need to look deeper or stay at a modern big box hotel. Don’t worry, most of the time you can find the right fit for you, but be careful about trashing a place for things beyond its control. People can be an opinionated bunch so make sure you're looking at reviews by people you can relate to, on topics that matter to you. Filter out the rest.
When considering embarking on a new adventure aboard a recently launched cruise ship or visiting a newly opened vacation resort, keep in mind that although these options may provide attractive deals, you might encounter some typical challenges associated with new establishments. It is common for businesses to require a period to iron out any operational issues, leading to potential negative feedback. However, reputable businesses usually make efforts to address these issues, so be on the lookout for that. View yourself as part of the initial testing phase and offer constructive feedback.
Be careful of data or choice overload. People who plan every little detail and look at every possible element of their vacation are the most likely to be unhappy. It can be tempting to ferret out every possible option when planning a vacation. You think you have optimized every possible element of your trip only to often find yourself disappointed with your choices. What? Why not? Because in doing to much research you're creating a catalog of all the other available possibilities. So when it comes time to experience the choices you've made you just can't ignore all those other choices stored in your head. And if anything goes wrong, which it inevitably does, you're going to constantly second guess your choices and likely experience regret as a result. After all that micro analysis of hotel reviews you have a long list of other places you could have picked. You must have chosen wrong, right? NO, you haven't. What should you do? Find the first acceptable solution among a set of options, choose it - accept it - and relax. Looking for the perfect hotel? What are your needs - location, beds, food, amenities. Check the overall star rating, quickly peruse the most recent reviews, book it and move on. Don't look at 50 other options.
Perfection is unattainable. Although reviews are a valuable resource for assessing destinations to visit, they should not be the sole basis for decision-making. It is advisable to consider reviews within a broader context rather than focusing on minor details. Planning an enjoyable vacation requires significant effort. Conducting thorough research can be time-consuming and overwhelming, making it challenging to maintain perspective. This is why experienced travelers often enlist the help of travel planners to navigate through reviews and other necessary details when organizing fulfilling vacations. Outline the overall plan, leave the specifics to us, and relax while enjoying your journey!
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