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SKYTRAX editorial scrutiny and authenticity checks prevent fake airline reviews and stops "reputation management" techniques from trying to skew ratings

It is accepted practice that dissatisfied customers are more likely to talk about, write and share their experiences than a satisfied customer, but in offering a trusted platform of airline and airport user reviews, Skytrax apply a rigorous policy to try and ensure a balanced selection. According to the CEO of Skytrax, Edward Plaisted, "we are not here to recommend a particular airline to potential customers, but to put before them the experiences of other users ... and let this in conjunction with airline Star Ranking results act as a guide from which they will hopefully be better informed in their final choice of airline."

"From the outset of our Airline and Airport reviews, Skytrax have insisted that all customer feedback and reviews are manually checked and scrutinised to establish the authenticity. This is not only to prevent airline staff from misusing review sections, but to ensure that abject and deliberately damaging negativity is not allowed. Every day, Skytrax reject approximately 240 reviews for a variety of reasons - suspect user credentials, deliberately misleading comments and more often than not because of known inaccuracies" said Plaisted.

A recent article in the Daily Mail online edition stated that "it appears that major sites, including Amazon and TripAdvisor, have had hundreds of fake reviews posted by companies who employ teams of writers to rave about certain products - and slate others. Some hotels have paid out thousands of pounds for 'reputation management' to maintain fake profiles that appear to be former customers, according to The Times."

An established airline research organisation for 22 years, Skytrax know every airline (and airport) thoroughly, and all Skytrax web staff have to undergo detailed familiarisation before they can work on reviews. So when for example a review states that a user has just experienced the largest-ever economy class seat pitch on Airline X, and Skytrax know factually that Airline X has a very poor seat pitch, the alarm bells ring and a detailed credibility assessment is made of the review. Normally, this will result in rejection of such input.

Skytrax is known and recognised worldwide as a trusted brand that has a unique relationship with its intelligent, discerning users. Quite simply, our users trust us, they trust the information we provide and they trust our values. They know that Skytrax provide a unique, high quality, in-depth coverage of the world air travel industry from both consumer and industry perspectives, and every aspect of our work is conducted according to the established Skytrax working ethics of "without fear or favour".