The Ugly Truth About Online Reviews—and Why Real Feedback Matters

Nearly 350,000 Guests, and a Solid 4.4-Star Rating

At Navarre Family Watersports, we’ve had the honor, at the time of writing this article, of welcoming nearly 350,000 guests since we opened in 2013. That’s nearly 350,000 smiles, splashes, sunset views, family memories, and tired kids’ heads on a parent’s shoulder—right here on the water in beautiful Navarre, Florida.

And while the vast majority of our guests leave with sun-kissed skin, great stories to tell, and smiles from ear-to-ear, we’ve noticed something over the years:

👉 People are quick to leave a review when something goes wrong—but often stay quiet when everything goes right.

Review Platforms Aren’t Always Fair

We get it. Life is busy. After an amazing day on the water, writing a review or providing feedback isn’t always top of mind. But for small, locally owned businesses like ours, your feedback means the world.

Unfortunately, online review platforms aren’t always fair.

We’ve seen:

• Reviews from people who never signed a waiver, booked with us or have no record of payment
• Claims that are factually false and medically inaccurate
• Food reviews – Yes you heard it and we don’t serve food
• Reviews for something that would be illegal for us as a livery to allow or would not have the safety of our guest’s in mind
• Comments clearly meant to damage—not help

Let’s be honest—platforms like Google, Yelp, and TripAdvisor have become a dumpster fire when it comes to reviews. False claims stay up. Legitimate reviews often go unnoticed. And small businesses like ours are left trying to sort through the mess while staying focused on what we do best—delivering awesome guest experiences.

Why We Support the FTC’s New Review Rule

In August 2024, the Federal Trade Commission (FTC) passed a final rule banning fake and deceptive online reviews. As a small business that has served nearly 350,000 guests since 2013, we fully support this rule. We believe that only honest, first-hand guest experiences should appear on review platforms—and that false or misleading claims (especially from individuals with no booking, waiver, or payment on file) don’t just hurt our team—they mislead the public. We’re proud of the trust we’ve earned and will continue to advocate for transparency across all platforms.

Review – Real or Fake?

Most of us can spot a review that feels “off.” Overly glowing, paragraph-long praise often signals a paid or incentivized review. On the flip side, dramatic complaints that defy logic or make extreme claims tend to be just as suspicious.

We’ve done the research—and it’s clear: both types can be misleading.

At Navarre Family Watersports, we believe authentic experiences matter most. Whether it’s a great day on the water or feedback for improvement, honest voices help keep the review ecosystem balanced.

Gupta R, Jindal V, Kashyap I. Recent state-of-the-art of fake review detection: a comprehensive review. The Knowledge Engineering Review. 2024;39:e8. doi:10.1017/S0269888924000067

So Here’s Where You Come In:

If you had a great time with us, please consider leaving a review on Google.

Your voice helps balance the noise and supports the crew that works hard to make your day safe, fun, and memorable.

If something wasn’t quite right, tell us directly.

We’ll fix it. We care deeply about every guest and we are committed to constant improvement.

If it’s something that we can’t legally do or is unsafe.

Please understand it’s our livelihood and your safety. I hope you take a minute to realize it’s because we care about our guests and those around them.

We stand behind our safety protocols, our team, and our facility. We’re proud of our 4.4-star rating on Google—but we know it could be even better with your support.

Thanks for letting us be a part of your Navarre adventure. We hope to see you back on the water soon.

– The Navarre Family Watersports Team