I do get puzzled when they ask me whether I would recommend a product or service to friends and family. Usually I say no, because other people's requirements and tastes may be quite different from mine. They seem to think we enjoy discussing brands, TV shows, etc with our nearest and dearest, and earnestly urging others to try the same things. Now and again might do this if it comes up in conversation, but mostly I don't.
And as for travel services: why do I travel with a certain airline or train company? Because they are usually the only ones that will take me from my nearest station or airport to my chosen destination! Would I recommend them to others? Well, only if they wanted their make an identical trip , and even then they probably wouldn't have any choice either.