KwikChex, the reputation management and consumer-reassurance site, has published its first ratings of the top travel reviews sites. Each site has been awarded a star rating according to a KwikChex analysis of reliability factors.
Remarkably, no site has been awarded the top 5 stars at present, but several, such as Booking.com and Expedia have been awarded 4 stars, thanks to their carrying reviews from fully identifiable customers of the businesses they have reviewed.
In a previously post, New Media Travel outlined the rating system for the rating review sites, and we thought at the time one of the sites would earn the 5 Star category because its reviewers would be identified, and proven to be verified purchasers of the products or services/businesses reviewed.
Apparently not!
The lowest score in the process used, a one star rating, went to the world's biggest airline reviews site, Skytrax.
Google reviews, also rated one star, came in for particular criticism for failures to detect fake reviews. Emmins says that Skytrax is being investigated by TTG Digital and that of this posting, Skytrax has not responded to KwikChex’s request for further information and comment.
Chris Emmins, Co-Founder of KwikChex, said, “Reviews sites, are fundamentally asking consumers to trust and believe in the information they provide on businesses. They are highly influential in consumer opinion and decision making. Small businesses in particular can be made or broken according to the online reputation created by such sites.”
Emmins goes on to argue that it’s therefore reasonable that these sites provide a degree of diligence and transparency to maintain a duty of care to consumers and businesses. This should not be a very high standard to achieve, but apparently it is.
Caveat emptor.
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Comments
Yep, check this link: KwikChex 5 Star Review Site Rating Awarded
Darryl, thanks for the comment. Responsibletravel.com got five stars from Kwikchex?
I do see that responsibletravel.com gets a 5 star rating.
Ha!
Thanks, Ed. Now about that lower back, this friend of a friend, a shoemaker, says if you mix one part.....
cheers
Kaleel, thanks for reminding us about KwikChex. I see that Tripadvisor got a measly two stars, which is no surprise, and Yelp scored but one star. Reason #345943058 why, when I have questions about travel, I pose them to people who are in the travel business rather than to, say, shoemakers. (With all due respect to Yelp etc., this philosophy of going to the experts works pretty well when I have problems with my car engine or my lower back, too.)