Awards vs Word-of-Mouth: Which Do You Trust When Picking a Theme Park?

When it comes to planning your next thrilling day out, choosing the right theme park can be a big decision—especially with so many options across the UK and beyond. But how do you decide where to go? Do you rely on glossy awards given by industry experts or the honest opinions of fellow park-goers?

In this article, we’ll explore both sides of the debate: awards vs word-of-mouth, and which one actually matters when choosing a theme park to visit.

The Case for Theme Park Awards

Theme park awards are everywhere. From the Travellers’ Choice Awards by TripAdvisor to the Park World Excellence Awards, the industry loves to celebrate itself. These accolades often highlight the “Best Family Park,” “Best New Attraction,” or “Best Customer Service,” offering an at-a-glance guide to standout destinations.

Why Awards Matter

1. Industry Recognition: Theme parks that win awards are often judged by industry experts with a deep understanding of operations, innovation, and guest satisfaction.
2. Investment in Quality: Winning an award typically means the park has invested in improving the guest experience—be it through new rides, entertainment, or staff training.
3. Prestige and Trust: Many families feel more comfortable booking a trip to an “award-winning” park, trusting that it must be good if it’s been recognised on a national or international level.

But Are Awards Always Reliable?

While awards can indicate quality, they often lack transparency. Voting can be influenced by marketing efforts, sponsorships, or even fan campaigns. And let’s be honest—how many average guests actually know how these awards are judged?

The Power of Word-of-Mouth

On the other side, you’ve got word-of-mouth recommendations—arguably the most honest form of marketing. These come from family members, friends, social media posts, forums like Reddit, and user review platforms like TripAdvisor and Google Reviews.

Why Word-of-Mouth Wins Hearts

1. Real Guest Experiences: Unlike award write-ups, word-of-mouth reflects how everyday people feel about their visit. It tells you what the queues were really like, whether the food was overpriced, and how friendly the staff were.
2. Up-to-Date Information: Social media comments and reviews are often more current than annual award lists, which may reflect outdated experiences.
3. Personal Relevance: Hearing from someone with similar needs—whether you’re visiting with toddlers, teens, or thrill-seekers—helps you make a choice that suits your situation.

But It’s Not Always Perfect

Not all reviews are created equal. Some are overly negative due to one-off bad experiences, while others may be unfairly glowing. It takes time to read through multiple reviews and filter out the noise.

Which Should You Trust More?

The truth is: both awards and word-of-mouth have value, but for different reasons.

• If you’re new to theme parks or visiting an unfamiliar destination, awards can be a great starting point. They help you narrow your options and give some assurance of overall quality.
• If you’re after a realistic picture of what to expect, user reviews and word-of-mouth will give you more context, nuance, and relevance to your specific needs.

Our Take: Word-of-Mouth Has the Edge

While awards look great on marketing materials, word-of-mouth remains the most trustworthy source for most visitors. There’s something powerful about hearing from real people who’ve walked the same paths, ridden the same rollercoasters, and eaten the same (sometimes overpriced) burgers.

In the age of social media and online reviews, the collective voice of visitors carries more weight than ever before. Theme parks that consistently deliver great experiences will naturally rise to the top—awards or not.

Choosing the right theme park isn’t just about flashy titles or glowing testimonials. It’s about combining trusted accolades with real guest feedback to make an informed decision.

So next time you’re planning a day out, don’t just look for the words “award-winning.” Take a few minutes to scroll through recent reviews, watch some ride POVs on YouTube, or ask your friends and followers. The best theme park for you might not have a trophy—but it might have hundreds of happy guests raving about their day.