The marketplace is full of advertisements promising you everything from weight loss to a new partner.  At the same time people have become increasingly skeptical to these advertisement promises and that’s partly why consumer reviews have become so popular. The Internet has opened up for a whole new world of “unbiased” product or service opinions and I used to love it!! As long as it is kept honest I don’t care if it used as a part of the companies marketing strategy. But what I have come to realize lately is that, as with all things that gets very popular and grow in size, it has its disadvantages too.

TripAdvisor with over 41.6 million users a month is an obvious example of the increasing popularity of customer reviews. You can now get very specific information on almost any kind of accommodation down the very smallest detail. As a tourist new to a town this can be of great help especially when it comes to eliminating the very worst places to stay. Further it helps push the standards and increase the competition for the industries as a whole, which is very much in the interest of the consumers.

But what happens when we all read the same reviews??

In the end we all want to go to the place with the greatest service, nice beds, and outstanding breakfast within our prize category. Who would choose the noisy location and dirty room? For the lazy traveler, that doesn’t want to bother reading through all the reviews it is possible to search by highest review score and you’ll get the name of the best rated hotel/product right away. But is it all good?