User reviews generated anonymously will become obsolete moving forward as consumers seek professional advice backed up by recommendations from friends and family.

Oyster unveiled its service in June and currently provides hotel reviews for major cities in the US as well as Jamaica, Dominican Republic, Hawaii and the Bahamas.

Elie Seidman, co-founder and chief executive of of US-based start-up Oyster, told Travolution there would be a shift in the next five to 10 years with consumers no longer seeing value in anonymous comments and reviews.

“When we first launched we had our user comments wide open and we saw people commenting on their own reviews and properties so we closed down anonymous review content.”

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