Google’s Bernd Fauser (left) and Facebook’s Lee McCabe said “social” has begun to play an increasingly important role in the online search process.
BERLIN—Search is getting a lot more social, which means user recommendations will play an increasingly important role in hotel shopping and booking.
“It’s nothing new, right? All the research you see shows one of the biggest pillars of influence has been the recommendation of friends. … All social has done is scaling that,” said Lee McCabe, head of travel at Facebook, during PhoCusWright’s “Pivot Point” event at ITB Berlin.
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