SCOTS travellers now rate online views of fellow tourists above hotel star ratings, according to a new survey.
A total of 54 per cent rely more on online reviews to select accommodation, compared to 49 per cent using traditional star ratings.
But hoteliers insisted last night the star rating was still important and in no danger of disappearing.
VisitS
cotland, the national tourist body, has expanded star ratings over 20 years to include 10,000 hotels, pubs, farmers' markets, caravan parks, B&Bs, visitor attractions and other businesses.
A spokeswoman said
: "I don't think this survey is accurate. People don't use just one way to judge where to stay. We have not seen a drop in interest in our grading scheme, from either businesses or consumers."
David Currie, who runs the four-star Highland Cottage Hotel in Tobermory, said:
"The Scottish system always considered quality of service rather than available facilities. That basis is now being standardised into England and Wales and the AA's rating."
"There's a lot more people power," he added. "If I know a customer is going to go to some blog or review website, then I'm stupid if I don't take notice of that.
"But you can't say people are not influenced by the star rating."
Nick Hall, who runs ipodtraveller.net, said star ratings were no longer the main criteria for tourists.
He said: "The star rating is still important to people as a guideline, but businesses can't rely on it.
"People value other consumers' opinions rather than professional star raters."
