Hotel stars fall as Brits turn to the web

Consumers are ditching hotel star ratings in favour of Internet reviews as a method of getting a fair reflection of their accommodation, according to a survey.

Six out of ten people still rely on the traditional guide to hotel quality but almost as many (58 per cent) now turn to independent online reviews.

The results of the research by architects Woods Bagot marked a shift from the commonly held view that younger people are more likely to source information from the web.

Two thirds (65 per cent) of people aged between 35 and 54 were more inclined to check traveller comments about accommodation on websites like tripadvisor.com.

18- to 35-year-olds, however, relied more on star ratings instead of online peer reviews.

The growing popularity of such sites is being recognised by hotel owners across the UK, with many now setting up websites and inviting their guests to comment or even, in some cases, planting reviews.

Rob Steul, head designer for Woods Bagot, said: "What this seems to suggest is that travellers with more experience have realised the massive inconsistencies in the star rating system across Europe and the world.

"Once you've stayed at a hotel that is both inferior and more expensive than a previous hotel at the same rating, you lose faith in the rating's ability to assure quality.

"The real issue is 'star inflation' - hotels and sometimes even countries hype their own self-proclaimed star ratings."

YouGov interviewed 5,000 travellers of all ages and social groups from across the UK last month for the Woods Bagot survey.

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