Consumer magazine Holiday Which? has suggested that the holiday reviews on the travel review web sites may not be accurate or as reliable as consumers think. Thousands of reviews are motivated by the commercial interests of the hotels and companies on-line.
If a hotel could get extra business by simply making up a review as the Smith family from Essex that had a great holiday at their hotel its obvious that this would happen. It can also happen in reverse where another hotel could post a bad review about another hotel.
The best recommendation is from family or trusted friends or a reliable travel agent.