The reliability of online reviews emerges as a critical factor for the operation and sustainability of hospitality businesses in Europe, at a time when digital reputation can determine their commercial trajectory.
In the recent episode of the EU Smart Tourism Podcast, Marine Thizon, Senior Public Affairs Manager at HOTREC, analyzed the decisive role online reviews play in consumer decisions, as well as the serious risks posed by the spread of false or misleading evaluations. As she emphasized, trust in the digital environment is a prerequisite both for consumer protection and for the sustainability—particularly of tiny and medium-sized hospitality enterprises—across Europe.
Supporting this, the data presented during the discussion are revealing. Over 90% of travelers report consulting online reviews before building a booking, while 80% of consumers indicate that a positive or negative review can decisively influence their final choice. At the same time, fake reviews can caapply real financial damage, from lost revenue to undermining a reputation painstakingly built over decades.
According to HOTREC, it is crucial for hospitality businesses to have simple and quick procedures to identify and flag suspicious reviews on digital platforms. At the same time, it was noted that negative reviews, when genuine, are not a threat but a valuable tool for improving service quality and strengthening trust with customers.
The episode also highlighted the European Union Code of Conduct for online reviews and ratings of tourist accommodations, developed in collaboration between the European Commission, HOTREC, and digital platforms. The Code aims to ensure greater transparency, reliability, and fair competition in the digital tourism space.
Against the backdrop of uncontrolled digital information, the message is clear: trust in online reviews is not merely a matter of image, but a fundamental prerequisite for the resilience and sustainable development of European hospitality.
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