Online reviews serve as a crucial reality check for consumers considering booking a hotel or other travel experience. Advertising may get those consumers’ attention, but if overall reviews are poor, that marketing spend is a waste of money.
Increasingly, travel brands are taking the bull by the horns and integrating review content into their direct-channel outreach. In this environment, the traveler is, in effect, commodified. Her experience can add value to a marketing campaign and serve as a proof point for consumers in the search and review phase of their booking process.
As they embrace reviews as a necessary component of online reputation management, travel brands are exploring integrating data from in-room surveys and third-party site reviews into their marketing mix. Still, certain elements of ORM appear to be out of a brand’s control. How can such brands assure that their overall buzz is positive? This report, replete with interviews with executives from TripAdvisor, Reknown and SiteMinder, among others, probes these questions and offers best practices for those seeking to improve their online reputation.
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About These Reports
This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.
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