ÖHV finds low trust in anonymous reviews
Few products are as emotional as vacations, and hardly anything is as important to people as the "most wonderful time of the year." That is why hotel review platforms work well. "Or rather, they 'worked' well. That is probably history," stresses Markus Gratzer, General Secretary of the Austrian Hotel Association. Because now the misconduct of hotel reviewers is pulling the rug out from under the platforms. The opinion researchers at Mindtake asked 1.045 Austrians for the ÖHV whether they had already seen fake reviews on platforms. 2/3 said yes. Almost 30% had not seen any fake reviews or recognized them as such: "You don't even have to read fake reviews yourself to fall for them. Anyone who sees the distorted overall rating of a hotel and therefore prefers to scroll on or not see the entry at all because it slips further back is just as much a victim of fake reviews as the hotel itself." Only one in five trusts anonymous reviews The ÖHV also asked whether Austrians trust anonymous reviews. A good third have little or no trust, almost one in two gives an undecided 3 according to the school grading system: "So much indecision! Of course, when you don't know how many reviews are real and how many are fake," says Gratzer. Just 4,4% have a high level of trust, 15,9% give the platforms a 2 in the compulsory subject of trust. "These values will of course give the platforms something to think about. Also because they are not getting any better in view of the increasing number of fake reviews and especially due to AI bots," says Gratzer: "Problems do not disappear if you look away. On the contrary, they are increasing."