Digital hospitality experts say that less is more when it comes to recommendations; simplicity and truthworthiness will win out over the options and opinions that strive to influence travellers, says experts in digital hospitality.

Boris Palluch, CEO of Virtual Service Solutions says that the opinions offered by sites have to feel personalised and not just good.

“When you have someone staying in your home, you don’t give them a thousand suggestions on where to have dinner,” Palluch said at the ITB convention in Berlin. “You have one place and you know it’s good.”

While Palluch says that it is permissible for experts to have many different categories of recommendations, in each one there should be only one or two recommendations.

“They can get all the restaurants in the area if they do a Google search,” Paullach said. “But when we work with clients, we only do six tips per location so that people know exactly where to go.”

The same rules apply for tips that are coming from fellow travellers and not experts.

“Guest recommendations should also be available, but they should also have the choice of an expert opinion and it should also be curated,” Palluch added.

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