IceLolly Logo takes the lead with its growing reputation

Wednesday, 10 July 2019
Icelolly case study trustpilot

For holiday comparison website, holidays are never one size fits all.

To better understand how leverage Trustpilot reviews, we spoke with their Leeds-based team. Find out how a trusted reputation has helped power the business forward, and how the business is still finding success using Trustpilot reviews in 2019. showcases more than 130 million different travel deals from companies around the UK, giving holidaymakers a vast range of holiday options to meet their needs. see around 20 million visitors a year using their comparison service. When we last spoke to them, had collected 4,000 reviews, and 83% of them were 4 or 5 star.

Fast-forward a couple of years, and’s now got over 7,700 reviews, and 90% of 4 and 5-star review. It’s safe to say’s ambitions to be the market leader are being realised.

Key Statistics

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  • 7,700+ reviews

  • 9/10 TrustScore

  • Google Seller Rating increase from 0 to 4.5

  • 100% review response rate

  • 90% of all reviews are 4 or 5 star

Why Trustpilot?

When we first spoke to, Sharon Addy, Compliance and Customer Experience Manager, explained:

“We’ve got one of the widest selections of holidays out there, and we’re determined to help people find the holiday that’s special to them.”

Today, it’s safe to say that Trustpilot is an even more important part of the business. still wishes to carry on growing by building an even stronger review strategy and by boosting consumer trust and loyalty with customer feedback.

“We find that customer feedback is key to success, and we’re keen to build this to the next level. Our TrustScore means everything to the business, and it plays a vital part in helping us build consumer trust in our brand.”

‘We’ve seen a Google Seller Rating increase’

With thousands of reviews, Google began taking notice of’s fresh content and prominence in the holiday field.

For this, they’ve seen their search engine rankings improve, often appearing on the first search engine results page alongside their Trustpilot business profile.

And it doesn’t stop there - Google Seller Ratings improved too.

“With Trustpilot we’ve been able to benchmark our performance against other travel businesses,” says Sharon.

“We’ve seen our Google Seller Rating increase to an overall score of 4.5 (out of 5) as a result of the reviews we’re collecting, which is a great achievement from our standing start.”

Using Trustpilot internally uses the Trustpilot tool in a variety of ways: Service Reviews, Dashboard, Analytics, Get Reviews… The holiday comparison website believes leveraging Trustpilot as social proof plays a big part in the company’s success. That’s why’s marketing team recently started promoting Trustpilot via email and social platforms.

“We use Trustpilot across social platforms such as WhatsApp, Facebook, and also via our influencer hub. The team have only just started promoting customer feedback through these platforms and the number of reviews has already increased dramatically.”

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Since started promoting reviews via email and social channels, their TrustScore increased from an initial 8.7, to a great 8.9 in just 6 weeks, and recently went up to a fantastic 9/10!

The travel user journey can be long, so it’s important to keep consumers engaged with your business at every step of the journey. To build trust throughout the research booking processes, leverages Trustpilot reviews on all its website’s key pages.

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On top of sharing reviews through key channels, works hard to maintain its great TrustScore and brand reputation by encouraging the team to respond to every review within a 24-hour period.

“We have learnt a lot from using Trustpilot over the past couple of years. We aim to respond quickly to every review, and should a reviewer have any issues with our service, we pride ourselves on acting upon the feedback and helping our customers as much as we can.” takes on board every comment which is left, and learns from it as much as possible.

“We made a lot of changes to over the past couple of years, some of which have come from the comments received from our Trustpilot users.”

Aside from consumer-facing benefits, Trustpilot has affected staff morale positively too.

“Trustpilot has had a positive impact internally as we’re able to share the happiness our customers feel. It’s become an integral part of our business, with performance being shared and discussed at a senior level on a weekly basis.” uses Trustpilot to showcase its great reputation and learn from customer feedback, but also likes to engage with its existing and new customers to improve the overall client-company conversation, and boost customer loyalty.

Going forward…

“The challenge will face going forward is to maintain and improve its great TrustScore, and keep collecting more reviews. Reinforcing trust in plays a vital part in making it a successful business, and Trustpilot is helping us achieve our long-term goal.”

“I would recommend any company who are wanting to gather customer reviews to do it through Trustpilot. The interface is easy to navigate, use, and manage, and the staff are always here for any questions you might have.”

With so much commitment to Trustpilot, is securing a trusted, transparent future. Isn’t it time you joined them?


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