Agents, operators, suppliers and industry bodies are being urged to participate in the Competition and Markets Authority’s call for information into online reviews and endorsements.
The call came from global feedback engine Feefo, who say the industry has an obligation to travellers to ensure that the reviews they read online are from actual customers.
The CMA has invited “consumers and representatives of consumers, individual businesses, trade bodies, research and academic organisations and others” to contribute, with ‘holidays and hotels’ one of the three sectors identified as being of particular interest.
The deadline for submissions is March 25.
Andrew Mabbutt, chief executive of Feefo, said: “This is a rare opportunity for all stakeholders in the travel industry to impress upon the government the importance of making sure that the people who post reviews of holidays or flights online have actually experienced the product.
“Reviews are an increasingly important part of the travel decision-making process and consumers should not be swayed by a glowing but false review posted by a friend of the hotelier or put off by a bad but unjustified review from a disgruntled former employee.”