When Danes are planning their holiday, the first step is often to grab the computer and search for information about other people’s experiences. This primarily happens on review portals like Trustpilot and TripAdvisor, where travellers can exchange stories and share their experiences. In a YouGov study conducted on behalf of Trustpilot, 57 percent of 18-34 year olds answered that positive customer reviews influence their trust in online shops. Among 35-55 year olds, the percentage was 47 percent.
This story was also featured in print in Frederiksborg Amts Avis, Nordvestnyt and Folketidende. All articles are in Danish.