Travel and Hotel Reviews…love ‘em or hate ‘em, they’re here to stay. The question just begs to be asked though…just how long will the user-generated model of referrals really last?
TripAdvisoris used as an example in this article because its simply too big and too well established to ignore. However this piece is not aimed at the company (to be perfectly fair, I love TripAdvisor and have used it on many occasions to find and book accommodations in strange and foreign lands). There are various other travel and hotel booking websites, guides and online travel agencies that also incorporate user reviews to add an element of trust and ‘referral credibility’ to their products.
Image Source: Compete Inc. “Consumer Generated Content in Travel” 2007. Not surprisingly, 82% consumers in the survey indicated they trust other consumer opinions over what a hotel had to say about itself. But interestingly enough, even now, less than 70% really trust the information and barely 51% feel that TripAdvisor content is unbiased.