Skift Take

The travel industry is looking closely at how hotels tackle the project of closing the conversion loop more often by paying attention to how reviews can augment direct-channel bookings and how online reputation management can impact marketing and operations best practices, online and onsite.

Today we are launching the latest report in our Skift Trends Reports service, Evolution of Online Reputation Management in 2016.

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.

Preview and Buy the Report

NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.

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.

After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

Preview and Buy the Report

Have a confidential tip for Skift? Get in touch

Tags: research reports, tripadvisor, ugc

Up Next

Loading next stories