Articles tagged “ugc”

The travel industry is looking closely at how hotels tackle the project of closing the conversion loop more often — generating higher returns — 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.

From hotel reviews, to pop-up advertising, metasearch, restaurants and now hotel bookings, TripAdvisor has gone through many incarnations. CEO Stephen Kaufer has driven many of the changes and plans to be around for quite some time longer to seize on a huge opportunity ahead.

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.

While a five-star rating still signals that a property has class, it's not always sufficient in making clear what guests can expect beyond the high-quality service and amenities.

With the rise of user-generated content, marketers have been given a new tool to inspire consumers to travel. Download this article from Rivet for free!

For travel marketers, user-generated content offers a unique opportunity for brands: awe-inspiring, authentic media that creates immersive experiences for travelers across web properties. Download Rivet's 6 Best Practices for Free!

In order for hotels to drive direct bookings, it's better to keep customers engaged and on their websites by providing an unbiased, less controlled take on the property than have them leave and seek out other review and booking channels.

Hotels photo-and-video baited potential guests with festive lobbies, holiday inspired cocktails and out-of-the-cold destinations.

Even though hotel responses don't seem to do much by way of making reviewers happier, this should be a wake-up call for hotels to devote equal attention to both TripAdvisor and Expedia, especially since Expedia is directly connected to bookings more so than TripAdvisor.

Wouldn't it be great if airlines one day had to respond to flyers' adverse ratings of their flights just as hotel management often does on user review sites such as TripAdvisor? The airline industry isn't close to that point yet.