Articles tagged “ugc”

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.

Between its traveler, expert and management photos, TripAdvisor now has a depth of photo content that is unparalleled for guests checking to see what the property looks like. That's why TripAdvisor acquired Oyster, for the professional hotel photography, warts and all.

Getting more aggressive in hotels is a natural fit for Yelp, although it remains to be seen how far Yelp intends to take it.

Brands have to be smart about integrating user-generated content into their ad campaigns to avoid legal problems and fan pushback.

Travelers want to ensure hotel management is responding to their concerns, and it shows potential guests reading the responses on TripAdvisor that this is not a do-nothing hotel, and makes improvements. And with user-submitted photos on TripAdvisor, seeing really is believing.

International hotel brands will have to get more local and involved in Chinese social media channels if they hope to win over Chinese domestic travelers. Having a presence with midscale or economy brands would be an essential component.

It's old news that the hotel establishment has embraced TripAdvisor. Haters can keep on hating. But the TripAdvisor-Cornell partnership makes even more marginal those who would dismiss the power of user reviews and TripAdvisor itself.

Give TripAdvisor credit for emphasizing experience over price in its much-anticipated new ad campaign. The "New York" and "Rome" spots drive home a point about the value of TripAdvisor, but the ads may fall short of creating something memorable.