Customer reviews, in any business, provide feedback (positive or negative) on a product or service bought or experienced by the reviewer. A guest review of a vacation rental stay can act as social proof of why a future guest should also go ahead and press the “book now’” button.

There’s no question that reviews are a vital part of the vacation rental booking process, as authentic reviews reassure potential guests, validate their choices and help to convert browsers into bookers. According to a report by the Spiegel Research Centre, nearly 95% of shoppers read online reviews before making a purchase and displaying reviews can increase buyer conversion by 270% — we all value what other people have to say as we are all critics in our own right.