How to trust online reviews: a smart traveller’s guide

In today’s digital world, planning your next trip feels simple — endless reviews and ratings are just a few clicks away. Whether you’re choosing airport parking, hotels, restaurants, or local attractions, online opinions help shape your decisions. But with so many voices, it’s natural to wonder: which reviews can you actually trust?

Start by checking the source

Before relying solely on third-party platforms, head straight to the source. A business’s official website is often the best place to begin. There, you’ll find up-to-date information, including services, prices, and policies that reviewers might overlook or misrepresent.

Online reviews are often written after strong experiences — particularly negative ones. Happy customers might stay silent, while frustrated ones rush to share grievances. This imbalance can create a distorted picture. To counter this, look at reviews from several sources and compare them against what the company itself says. This gives you a more rounded perspective and helps you avoid misleading or outdated opinions.

Ask around: personal recommendations matter

While online reviews are valuable, don’t underestimate the power of personal advice. Friends, family, and colleagues can provide insights that you won’t always find online. Perhaps they’ve stayed near the same airport or know the best off-site parking options. Their experiences can help you make practical choices, from where to park to which terminal is easiest to navigate.

That said, remember that everyone travels differently. Someone who prioritises convenience might recommend premium parking, while a budget-conscious friend may suggest cheaper alternatives. Combine personal tips with online research for a complete view.

Read between the lines in reviews

Not all reviews are created equal. When reading them, focus on what’s relevant and fair. A guest complaining about bad weather or local traffic hardly reflects on a hotel’s service. Look for feedback on things the business can control: cleanliness, customer service, efficiency, and product quality.

Also, avoid basing decisions on just a handful of opinions. Explore reviews from various dates to spot patterns. Consistency (or the lack of it) in reviews says much more than a single glowing or damning comment.

Consider the reviewer’s profile

The reviewer’s history can reveal a lot about the reliability of their feedback. Active reviewers — those who post regularly on diverse topics — tend to provide more balanced and thoughtful opinions. If someone leaves only one review, especially if it’s extreme in tone, be cautious.

Look at whether reviewers generally offer mixed experiences or if their comments lean too heavily towards either praise or criticism. This helps you gauge how objective their perspective might be.

Final thoughts: use reviews wisely

Online reviews can offer incredible value when planning your trip — but only if you approach them thoughtfully. Cross-checking information, seeking advice from trusted people, and analysing reviews critically will help you make better decisions.

While no review system is perfect, combining multiple sources and using a healthy dose of judgement ensures you avoid unpleasant surprises and enjoy smoother travels.