It's the chicken and egg scenario so many new businesses face. They need sales to get off the ground, but they don't have the funds for big advertising and marketing campaigns. They know they need credibility and a great reputation to make sales, but they have none because they are just starting out.
For most people, it has become a standard behaviour on online shops and hotel booking websites: Before you make a decision, you read what other people have to say about the product or service in question. If the reviews of an offer are predominantly negative, its survival, at least online, is seriously in danger.