The tricks of the travel industry: How to protect yourself from fake reviews!

The tricks of the travel industry: How to protect yourself from fake reviews!

The travel industry is currently faced with a variety of challenges, including precarious booking behavior and the problem of fake reviews. On Monday, June 23, 2025, the NDR format "The tricks of the travel industry" broadcast a detailed program on these topics. The program will also be repeated on Wednesday, June 25, 2025, and Thursday, June 26, 2025, whereby the exact times are 06:35 a.m. to 7:20 a.m. and 01:00 a.m. to 01:45 a.m. According to NDR, there are strong price fluctuations in vacation offers, often caused by discounted offers on websites of other EU countries.

Almost half of the Germans now use the Internet for booking vacation trips, with comparison portals to become more and more popular for the best offers. However, the problems that occur are considerable. Travelers are often confronted with strongly fluctuating prices, difficult to recognize fake reviews and hidden service flat rates. These challenges can lead to great disappointments if hotels do not meet the expectations that have been awakened by the online photos.

The role of fake reviews

A central topic of the show was the presence of fake travel websites and reviews. Sivaneyan Kanakasundaram, owner of a Bernese travel agency, experiences the negative effects of such fake reviews that are presumably from a competitor. In an environment in which up to 20 percent of all online reviews are considered manipulated, this is not an isolated case. Jean-Claude Frick, digital expert at Comparis, states that fake Google reviews are a widespread problem.

Although Google tries to improve the situation through technical aids and human moderation, the successes remain limited. Small companies are faced with the difficulty of adequately against coordinated attacks, which often takes additional costs and time. The Swiss Travel Association (SRV) has statutes that provide fair competitive management, but in the event of violations, only discussions are provided as the first measure.

The search for transparency

The difficulties that cause fake reviews should not be underestimated. Customers are advised to pay attention to certain characteristics in order to avoid these hazards that have not been recognized. An accumulation of one-star reviews without explanation or exaggerated positive and negative resonances can provide initial indications of discrepancies. Online reviews are becoming more important, but trust in mouth-to-mouth propaganda remains crucial for many, especially when choosing a travel agency.

With regard to alternative forms of vacation, there is a growing interest in motorhome trips. Nevertheless, there are also challenges here, such as rising prices in German campsites and sometimes inadequate equipment. The booking behavior remains characterized by uncertainties where both travelers and the travel industry themselves are asked to deal intensively with the existing questions. The NDR format offers valuable insights and solutions that are more urgent than ever today.