The Next Phase of Online Reputation Management for Travel Brands

A Skift Trends Report

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Released May 13, 2014: With travelers increasingly influenced by online hotel reviews, destinations are expanding their attention to ever more sophisticated strategies surrounding management, response, and analysis of the feedback consumers create. As hoteliers do so, third party online reputation management firms and new technology are additionally providing fresh approaches to ORM that foreground analysis, curation, and the mobile review experience.

  • A look at traveler behavior surrounding online reviews and hotel reviews in 2014.
  • Brands, OTAs, and reputation management firms highlight new developments in the big-data world of online reviews.
  • Mobile apps are pushing the envelope of where and when online reviews can shape travelers’ experience, all the way to in-destination decisions.

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Companies mentioned in this report:

  • Bright Local
  • TripAdvisor
  • Facebook
  • Twitter
  • Yelp
  • Four Seasons
  • Oberoi
  • Orient-Express
  • Park Hyatt
  • ReviewPro
  • TrustYou
  • Digital Marketing Works
  • Priceline
  • Expedia
  • Google+
  • Taj Hotels
  • St. Regis Hotels
  • Mandarin Oriental
  • Jumeirah Hotels
  • Banyan Tree Hotels
  • Jaz Hotels
  • Ctrip
  • Bestchinahotel
  • Agoda
  • HolidayCheck
  • Reknown
  • Hyatt
  • Revinate