Can You Trust Google Reviews?

In the world of airport parking, trust is everything. Before handing over their car keys, travellers want reassurance that their vehicle will be safe, the shuttle will turn up, and they won’t return to a hefty scratch or a parking fine. That’s why online reviews are so influential — they can make or break a parking company. But in an industry where convenience and cost are often the deciding factors, how reliable are those five-star ratings?

When Companies Rate Themselves

A growing number of parking operators and intermediaries host their own review systems, with Holiday Extras being a prime example. The company not only sells parking across UK airports but also collects and publishes its own customer reviews. At first glance, this looks like a streamlined way to capture feedback and help future customers make informed decisions.

However, there’s an inherent conflict of interest. When a business curates and displays its own reviews, it also controls which ones are shown, how they’re presented, and how they affect the overall rating. Unsurprisingly, most of the reviews on such in-house platforms tend to lean positive. Negative experiences are either filtered out as “resolved privately” or appear so far down the page that few users ever see them.

That doesn’t mean companies like Holiday Extras are being deliberately misleading — many simply want to maintain a positive brand reputation. But it does raise an important question: if the business you’re reviewing also controls the review platform, how independent can it really be?

The Four-Star Illusion

Beyond company-run systems, some parking firms selectively display only their best reviews on their own websites. It’s common to see widgets boasting “4.8 stars from over 1,000 reviews” without any direct link to the source platform. When you dig deeper — often by searching Trustpilot or Google — the story can look quite different.

Some firms go even further, embedding only their four-star and above reviews into their pages while filtering out the rest. The result? A glossy image of universal satisfaction that doesn’t reflect the real customer experience.

Consumers are becoming increasingly aware of this practice. The modern traveller can spot “curated positivity” from a mile off, and when they do, trust evaporates quickly. In a competitive industry like parking, where reputation matters more than ever, this kind of selective transparency can be more damaging than helpful.

Trustpilot: Trusted or Tired?

For years, Trustpilot has been seen as the gold standard for online reputation. It allows anyone to leave a review, ensures that businesses can’t delete negative feedback, and encourages genuine consumer dialogue. But in recent times, the platform’s credibility has come under scrutiny.

Critics argue that Trustpilot has become too easily manipulated. Companies can pay for enhanced profiles, request reviews from only satisfied customers, or flag negative posts for “moderation,” which often results in temporary removal. Others highlight that Trustpilot’s algorithm can sometimes penalise smaller businesses with fewer reviews, while larger companies with paid accounts enjoy more visible — and often more flattering — ratings.

Several high-profile investigations have revealed instances of fake or incentivised reviews slipping through the net. This has left some consumers questioning whether those five orange stars really mean what they used to.

That’s not to say Trustpilot doesn’t have value — it still offers a useful snapshot of a company’s overall reputation. But it’s no longer the untouchable authority it once was.

The Strength of Google Reviews

In contrast, Google Reviews has become the most widely trusted review platform — and for good reason. Integrated directly into Google Maps and search results, it gives users instant access to feedback without visiting third-party websites.

Unlike Trustpilot, where businesses can buy premium tools or remove certain posts, Google’s review system is harder to manipulate. While fake reviews still exist (and always will, on any platform), Google’s automated and human moderation processes are becoming increasingly sophisticated. Reviews suspected of being inauthentic are flagged, investigated, and often removed.

What also sets Google apart is its sheer transparency. Anyone with a Google account can leave a review, and users can see the reviewer’s profile history — adding a layer of accountability. The integration with maps also means feedback is tied to real-world locations, making it much harder for false reviews to proliferate unnoticed.

Another key strength is Google’s responsiveness. When users report an issue with a review — say, it’s abusive or irrelevant — Google tends to act quickly. It’s not perfect, but it strikes a balance between openness and moderation that few other platforms achieve.

For businesses, this means they can’t simply sweep criticism under the rug. For customers, it means they can usually trust what they see.

Why No Review System Is Perfect

Even the biggest names in online reviews have faced their share of controversy. Amazon, for instance, has spent years battling fake reviews, despite sophisticated detection systems. TripAdvisor has had to crack down on review farms selling positive feedback to hotels and attractions.

The reality is that no review platform can guarantee complete authenticity. As long as reviews influence buying decisions, there will always be incentives to manipulate them. But the key question isn’t whether a platform is perfect — it’s whether it’s transparent, balanced, and trusted by real people.

The Verdict: Google Stands Tall

In that regard, Google Reviews currently stands as the most reliable system. It’s open, accessible, and deeply integrated into our daily digital lives. Its scale gives it credibility, and its moderation tools — while not flawless — make manipulation far more difficult than on most competing platforms.

For the parking industry, where trust is essential and transparency should be non-negotiable, Google’s model represents the closest thing we have to an honest reflection of customer experience. It rewards genuinely good service and exposes those who fall short.

So while it’s wise to take any five-star rating with a pinch of salt, one thing’s clear: when it comes to finding out who’s really earning their stripes — or stars — Google is the best judge we’ve got.

By Stephen Forster at 11 Nov 2025