The travel industry's tricks: How to protect yourself from fake reviews!

The travel industry's tricks: How to protect yourself from fake reviews!

The travel industry is currently facing 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 broadcast will also be repeated on Wednesday, June 25, 2025 and Thursday, June 26, 2025, with the exact times being 6:35 a.m. to 7:20 a.m. and 1:00 a.m. to 1:45 a.m. According to NDR reports, there are strong price fluctuations in holiday offers, often caused by discounted offers on websites in other EU countries.

Almost half of Germans now use the Internet to book vacation trips, with comparison portals for searching for the best offers becoming increasingly popular. However, the problems that arise are significant. Travelers are often faced with wildly fluctuating prices, hard-to-detect fake reviews, and hidden service fees. These challenges can lead to major disappointments when local hotels do not live up to the expectations created by the online photos.

The role of fake reviews

A central theme of the show was the presence of fake travel websites and reviews. Sivaneyan Kanakasundaram, owner of a travel agency in Bern, experiences the negative impact of such fake reviews, which presumably come from a competitor. In an environment where 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 is trying to improve the situation through technical tools and human moderation, success remains limited. Small businesses face the difficulty of adequately responding to coordinated attacks, which often requires additional costs and time. The Swiss Travel Association (SRV) has statutes that provide for fair competition, but in the event of violations, discussions are often only the first measure.

The search for transparency

The difficulties that fake reviews cause cannot be underestimated. Customers are advised to pay attention to certain features to avoid these unrecognized dangers. An accumulation of one-star reviews without explanation or excessively positive and negative feedback can provide the first indication of discrepancies. Online reviews are becoming increasingly important, but trust in word of mouth remains crucial for many, especially when choosing a travel agent.

With regard to alternative forms of vacation, there is growing interest in motorhome trips. Nevertheless, there are challenges here too, such as rising prices on German campsites and sometimes inadequate facilities. Booking behavior remains characterized by uncertainty, with both travelers and the travel industry itself being asked to intensively address the existing questions. The NDR format offers valuable insights and solutions that are more urgent than ever these days.