Tour Operators Look to TripAdvisor for User Reviews, Warts and All

Even with the looming specter of negative reviews, sites such as TripAdvisor and its competitors have tour operators looking for a platform to show off their reviews in a holistic way, which they say doesn't exist yet. Tour operators like Trafalgar and Globus argue their products have numerous dimensions which make reviewing them on a platform like TripAdvisor nearly impossible. Stride is one example of a site trying to break into the tour operator reviews space. But tour operators wonder why TripAdvisor hasn't entered it. "With our recent acquisition of Viator, we are focused even more on the tours and attractions space as that category is a critical piece to planning the perfect trip," said Desiree Fish, a TripAdvisor spokesperson. "We are constantly testing and iterating on the site in order to surface