Consumer reviews Look beyond star ratings
have loved your product but hated the delivery of it. It is in-depth [understanding] that makes a difference. “People are taking business decisions
based on this feedback,” he adds, citing the example of family holidays specialist Eurocamp which uses Feefo to gain feedback on the customer journey, booking experience, clients’ arrival and post-holiday reviews. The data is shared with the management
of parks so they can resolve issues as they come up and address any dissatisfaction before guests write a scathing review. Eurocamp is also using the feedback for ‘performance profiling’ – Feefo’s AI (artificial
FIGURE 59: INFLUENCE OF CONSUMER REVIEWS
% all reading reviews* %
Limited/no influence 31%
Strong influence 22%
10 15 20 25 30
Slight influence 47%
0 5
18-24 25-34 35-44 45-54 55-64
FIGURE 61: LIKELIHOOD OF READING REVIEWS: BY PRICE
% all reading consumer reviews
Under £/€10 £/€11-25 £/€26-50 £/€51-100 £/€101-250 Above £/€250
15% 29% 48%
56% 58%
57% 0 10 20 30 40 50 60 38 | Travel Weekly Europe Report 2019
FIGURE 62: LIKELY TO READ REVIEWS: £/€250-PLUS
% by age, all reading reviews
18-24 25-34 35-44 45-54 55-64
48% 52% 57%
60% 65%
0 20 40 60 80 29% 26% 24% 17% 19%
Strong influence Slight influence
intelligence) powered analytics – to hold operator partners to account. It decided to drop resorts found to be the cause of negative customer experiences based on this feedback. West says: “If consumers do something
TWO-THIRDS of consumers say they are influenced by reviews
(Figure 59). Younger adults show most propensity to be strongly influenced (Figure 60). The price of products influences the
extent to which consumers check reviews (Figures 61 & 62)
FIGURE 60: STRONG INFLUENCE: BY AGE
% of all reading reviews
with someone they trust and don’t get what they want or don’t get value for money, it’s massively damaging if they are active on social media. We encourage businesses to respond and interact. No one gets everything right 100% of the time. How you deal with feedback is what people remember. If something is dealt with well, you leave with a positive reaction. “We have the technical capability to
address areas of insight across a business.” He cites the example of a bed bank
business which had a manual feedback- reporting system. “We automated it, pulling feedback into central reports which speeded up responses. “At Eurocamp, certain resorts offer guided
walking tours. Instead of a scroll of reviews, we created a media gallery of photos and videos which the reviews sit behind. The different types of capability helped the company engage more fully. “We highlight key words and phrases
*67% of respondents read consumer reviews Source: Feefo Base: 1,349 of 2,001
people use – we learnt this from the retail and financial service sectors. “If you are looking for a certain type of
holiday, you might want to know is there a pool? Does it have fresh water? We can break down what people have said [in reviews] to make more sense, so consumers see key points for a resort or a flight. Conversion rates can improve by 13% to 14% [doing this] and that is significant.”
‘People want their voices heard’ Eliciting customer feedback poses little difficulty. West insists: “Most people are happy to give feedback. Most people want their voices heard.” However, fake reviews remain an issue.
Source: Feefo, 2018
West says: “Everybody involved in collecting customer feedback is in a battle against a level of short-sightedness, against businesses that believe paying for fake reviews will
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