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Here is a great article about the benefits of UGC and its effect on the buying behaviour of travellers. I found this on hotelmarketing.com today. Below is an except from the article "Online shoppers who look at TripAdvisor hotel reviews on long-haul travel specialist Hayes & Jarvis site book trips at double the rate of online shoppers who have not seen the TripAdvisor reviews.
TripAdvisor announced performance results of the integration of TripAdvisor hotel reviews into long-haul travel specialist Hayes & Jarvis’ web site (hayesandjarvis.co.uk/tripAdvisor). Online shoppers who look at TripAdvisor reviews on the Hayes & Jarvis site book trips at double the rate of online shoppers who have not seen the TripAdvisor reviews. Hayes & Jarvis is the first tour operator to provide customers with reviews from TripAdvisor. see the full article from the url below. Cheers Linda | ||||||||
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5.00 (Excellent) Vote:
February 3rd This story shows the benefit of having reviews from reputable sources. Testimonials on your website from your customers can also play a major part in converting visitors to your website into paying customers. Great article- thanks for sharing.
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5.00 (Excellent) Vote:
February 4th Linda - While the stats might be impressive, it's also important to recognize a few very important factors. For the record, I spent the last 5 years in the travel space. (1) People have a tendency to post BAD reviews after being disgusted with a trip much more often then those that had a great trip and won't bother. (2) TripAdvisor is part of the same company that owns Expedia, TravelNow, HotWire, and Hotels.com. (3) I personally know desperate resort owners that have gamed TripAdvisor against competitors. Like any other forum, exercise your own due diligence.
From the SEO standpoint, Tripadvisor is (so far) a clear winner because they consistantly deliver new content. Couldn't resist. I know fine people that have been trashed by the site. Caution advised. Charlie Reply
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February 11th I am in the midst of planning a trip from Western Massachusetts to South Carolina for my husband and daughter to visit colleges. I looked a a lot of the Trip Advisor reviews and the sense that I got was that they may have been written by "professionals", not actual visitors to the hotels. What business traveler would have the time or inclination to write a 500 word essay on a motel?
For my own trip, I found myself using Google Maps to pinpoint locations, then opening another window to use the new Mapquest where I could get distances easily between two points and looking for motels using Google Maps again. I did read a few of the reviews but it did not influence my decision to choose lodging. Location, location, location...and of course my AAA discount, were the deciding factors. Boy, that's too much technology for one Sunday afternoon! Reply
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