Point number three is noticable not only in the vacation rental industry, but generally everywhere nowadays.
Ratings are everything: in such a developed world where competition between businesses for a customer is nothing less than fierce, the customer always has the last word. And the digital era gave us the opportunity to have a voice by rating our experiences.

Just look at it, the ratings are everywhere! Tripadvisor, Holidaycheck for hotels, Yelp for restaurants, even Google puts a one to five star rating scale near every establishment that is present on the Google maps.

If there are still businesses that are not taking online ratings seriously, they are making a huge costly mistake.