Keycamp is considering putting user reviews on its website as more customers book trips based on other holidaymakers’ recommendations.

Managing director Robin Parry said he was confident enough in the product to have customers’ views posted on the site “in the near future”.

He said: “A lot of our customers are ambassadors for the product. I am quite confident that on the whole what they write will be positive. We hope the content will add value.”

The company currently gets 30% of its bookings online, a figure that was less than 10% three years ago. “We will continue to invest online to make it as content rich as possible in terms of user-generated content,” added Parry.