Purpose: The authors have found a common interest to investigate how the use and impact of reviews online can be applied within the subject of tourism. The purpose of the study is to investigate how consumers use reviews in their information search process. The purpose is also to investigate how and if consumers are influenced by online reviews regarding hotel stays. Method: The study is based on a qualitative method in the form of ten semi structured interviews as primary collection. The study has a support from secondary data consisting of a literature review in the chapter of previous research. Theory: The theoretical background is based on three theories. The theories are The PrePurchase-Information process, The Major Influences On Individual Travel Behaviour and the theory From Word-Of-Mouth to Electronic Word-Of-Mouth. Empiricism: The empiricism consists of a presentation of ten semi structured interviews with anonymous respondents regarding their own experiences and beliefs about the topic of the study. The chapter also includes an overview of the previous research about the topic to support and enhance the primary empirical interview material. Findings: The digital society has led to an increased online presence, critical thinking and interest on how consumers travel and what hotels they choose. Impact is constantly present in their contact with reviews and surroundings. The individuals own interpretation and perception of reality is based primarily on how they use and are influenced by reviews. In combination with critical thinking there is an insight that anyone, can write anything.