Why online reviews are so important for travelers (and for us).

By Travelers, for Travelers: Why Your Experience Matters.

The New Culture of Travel Reviews

At Chaska Tours, we see every day how crucial online reviews have become in travel planning. In today’s review culture, it has become second nature for travelers to read about others' experiences before booking anything. Almost all travelers now rely on online feedback – over 99% of people check reviews before choosing a business.

This global trend is especially important in an emerging travel destination like Colombia, where international visitors often rely on the experiences of past guests to judge the quality and safety of local tours. Review platforms have become a kind of digital word-of-mouth – modern-day traveler recommendations.

In fact, 93% of users say reviews directly influence their decisions. What used to be advice from friends is now star ratings and testimonials online. Hardly anyone books blindly anymore: Whether it's a tour in San Agustín, a dive trip on Providencia, or a mountain hike in the Andes – most people check what others have said first. And often, a single sentence or short comment can be enough to build trust. This review culture helps us all learn from one another: A guest's personal experience becomes valuable guidance for the next traveler.

Why Reviews Matter So Much for Small Travel Agencies

For small, local tour operators like Chaska Tours, online reviews are nothing short of essential. Unlike large companies with big advertising budgets, local agencies depend heavily on word of mouth and digital visibility. Positive reviews act like a public badge of trust – a visible sign to future travelers that they’re in good hands.

At the same time, negative or missing feedback can make potential guests hesitate. Studies show that most travelers avoid businesses with consistently poor reviews. In fact, reviews often carry more weight than advertising when it comes to a company’s reputation.

In places like Colombia – where travelers are often encountering local agencies for the first time – authentic customer reviews can make all the difference. A handful of positive reviews can dramatically boost visibility and trust. On the flip side, a lack of feedback might make travelers look elsewhere. Your reviews not only help others, but they also help us continually improve. Every bit of feedback – whether praise or constructive criticism – helps us grow and refine our services.

Key Review Platforms for Travelers and for Us

There are several platforms that play a key role in helping travelers make decisions. These are the ones that matter most to our guests and to us at Chaska Tours:

Google Reviews: Google is the largest review platform globally. Most people search for local businesses through Google or Google Maps, making Google Reviews often the first impression a potential guest will see. About 81% of consumers use Google to evaluate local companies. It’s quick, familiar, and has massive reach – in fact, it hosts six times more reviews than the next three platforms combined. When someone looks for “Chaska Tours” or “Huila Colombia tour,” they’re likely seeing our Google rating first.
TripAdvisor: The classic platform for travel-related reviews. With over 1 billion reviews and opinions, TripAdvisor is trusted by travelers around the world. It’s especially valuable for finding authentic, off-the-beaten-path experiences – exactly the kind we offer. Many guests read detailed stories about our tours here, and the TripAdvisor ranking system helps build credibility. For travelers new to Colombia, it’s a familiar and trusted place to see what others have said.
Trustpilot: An international review site known beyond the travel industry. Active in over 65 countries, it’s used by many to check a company’s credibility and customer service. Many travelers – especially from Europe – use Trustpilot to decide who to trust before booking. For us at Chaska Tours, Trustpilot provides a broader picture of our reputation, especially for those who find us through a general internet search.
Trustburn: A newer platform (founded in 2019), Trustburn focuses on genuine, verified reviews. It uses advanced methods to detect and reduce fake reviews, building a more authentic experience for readers. Though still growing, it’s gaining traction – and we welcome its focus on transparency and trust. For travelers who want an alternative voice or a fresh perspective, it’s a valuable addition. And for us, every review here also helps build trust.

How Reviews Are Shaping the Future of Travel

Online reviews don’t just reflect past trips – they’re shaping the future of travel decisions. Most travelers now use 2 to 3 different platforms before making a booking. That means it’s common to read a few short Google comments, dive into a detailed TripAdvisor story, and then double-check Trustpilot or other sites. The result is a broad, well-rounded picture that helps guests feel secure in their choices.

Reviews also reveal travel trends and red flags. If an activity is praised as a hidden gem, it sparks curiosity. On the other hand, if something is called a tourist trap, people tend to stay away. One study showed 68% of travelers avoid attractions described that way. Over 40% even avoid entire destinations if reviews are consistently negative.

What’s more, even short comments can have a huge impact. Just a few kind words – like “Well organized, unforgettable experience!” – can help others feel confident about booking. While detailed reviews are great, every honest comment counts. Travelers often look for specific insights: Was the guide helpful? Was the itinerary smooth? Did the company accommodate special requests? Each review becomes part of a larger story that future guests rely on.

A Final Word – And a Warm Thank You

In short, online reviews are a foundation for both our success and for travelers seeking memorable, safe, and personalized experiences in Colombia. At Chaska Tours, we value the review culture – it pushes us to do our best, and it helps new guests make informed, confident decisions.

Interestingly, 80% of people say they’d leave a review if simply asked. So consider this a gentle invitation: If you’ve traveled with us – and especially if you enjoyed it or have feedback to share – we’d be truly grateful for an honest review. Whether on Google, TripAdvisor, Trustpilot, or Trustburn, your voice makes a difference.

From all of us at Chaska Tours, thank you to everyone who’s taken the time to write a review. You’re helping other travelers discover Colombia, and helping us grow as a local business. Every review – big or small – means the world to us.