You and your partner want to take a spur of the moment trip to the beach for a little relaxation before the holiday madness. You love to plan trips so you google “beach resorts” and are overwhelmed with 2,400,340 results. So you will concentrate on the first 30. But beware: Nothing is what it seems because you are about to enter the world of reputation management.
In the business of rating hotels, travel companies, destinations and services, the opinion of people with first hand knowledge is extremely valuable. It can also be deadly if their experience was negative. The manufacturing, placement and evaluation of customer reviews is the objective of internet marketing. And we, the consumers, have to make sense of the information.
Trip Advisor is the granddaddy of opinion sites. We have been told about manipulation that allegedly goes on with bogus reviews. There are travel watchdogs constantly nipping at Trip Advisor’s heels to keep them honest. Reputation management companies are known for being able to bury negative reviews by adding neutral or glowing reviews to the top. We usually just read the first 20 or so comments. The result is that we are less likely to see all the bad comments and more likely to see only the good ones. So go to the last comment and read backwards. Don’t go back further than one year.