Tripadvisor is wonderful. Every time we go somewhere, I submit reviews. I wrote my first review in December 2011. The profile screen tells me I have written 968 reviews over those 14 years. More than 80% of the respondents to a Tripadvisor survey said they always or frequently read reviews before booking a place to stay. Many people also use Tripadvisor and other review/research sites (including Yelp, CruiseCritic and TravelersPress) before booking hotels and cruises, or deciding on restaurants or things to do. Your client likely fits into this category.
Maybe your client is considering a vacation. How much weight should they give to online reviews submitted by others like them?
Your client has probably heard the story of the business that capitalized on a dismal Tripadvisor review. A pizza place advertised, “Come and try the worst pizza one guy on Tripadvisor Ever had in his life.”
Although user-generated reviews are a brilliant idea, the reviews can be “gamed.” A business might use third-party sources to create fake Tripadvisor accounts for submitting reviews. Aside from that, some individuals know “bad news sells” and make it a point to write critical reviews. How should all these factors influence your client’s decision-making when considering a big-ticket getaway, like a cruise or resort vacation? Here are some typical negative reviews and the reasons they should be viewed with skepticism.
The Sea Was Rough
This is something beyond the control of the captain of the cruise ship. Storms happen. They can try to steer around the storm. They can rearrange the schedule of ports visited. But they cannot wish the storm away.
If you went to a hotel and it rained nonstop during your entire stay, you wouldn’t blame the hotel. If you made a July booking at a resort in Mexico, you shouldn’t complain the weather was hot. If you take a cruise and the sea is rough, it’s not the cruise line’s fault. If this is a serious issue for your client, they should consider a river cruise instead.
The Portions in the Dining Room Were Small
Food waste is a big problem aboard cruise ships, which have to throw out about 1.3 pounds of food per passenger per day. One solution is smaller portions. Cruise lines might go in that direction to save money.
Has the reviewer told the whole story? Could you ask your server for a second portion? In our experience, this is not a problem, and the request is granted.
The Cabins Are Small
This can be an example of “you get what you pay for.” Cruise ships today are built like structures of Lego blocks. Balcony cabins on a specific ship are likely uniform in size. It’s logical that interior cabins are smaller. This is clearly stated in the printed or online brochure.
Does your client want a cabin for sleeping or for entertaining? How much time will they spend in their cabin? You can get a larger cabin but be prepared to pay for it.
The Guests Are Too Old (Or There Are Too Many Kids)
At some venues, you may have to contend with kids underfoot — literally. We stepped into an elevator where we had to step over children playing a board game on the floor. On the flip side, some younger guests might be put off by mobility-challenged older individuals, but we will all get to that stage someday.
Resorts and cruise lines have personalities. “Target markets” is another way to put it. If you sail on a Disney cruise, expect to see young children. Certain venues are “adults only” and do not allow children. Others target the senior segment of the market. Your client needs to book with a resort or cruise line aligned with their expectations. A good travel agent can help.
The Bottom Line
Customer reviews have subjective and objective elements. There may be actual shortcomings that could be prevented. If you are waiting 45 minutes in the dining room between courses, there is a problem there. That is a legitimate, objective complaint. If you did not like your table-mates at dinner and did not ask to be seated at another table, your complaint is subjective. You (or someone) could have taken steps to remedy the problem.
If your client is reading through reviews about a hotel, restaurant, resort or cruise, here is some practical advice to give them: Read as many reviews as you can. Get many points of view. This should help you make an informed decision.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” is available on Amazon.
