With Online Reviews Critical to Travelers, Marketers Adjust Their Approach
As online reviews become simultaneously more sophisticated and unwieldy, there are both opportunities and challenges for marketers.
Managing negative reviews becomes even more important
Travelers have always relied heavily on recommendations for trip inspiration and planning, and online review sites have made peer commentary much more visible and accessible. As this information becomes simultaneously more sophisticated and unwieldy, there are both opportunities and challenges for marketers, according to a new eMarketer report, “Traveler Reviews: Online Communities Reshape Marketing Strategies.”
Travel reviews posted online have exploded in recent years. The number of reviews on TripAdvisor, for example, surpassed 100 million in March 2013, bolstered by a 50% increase year over year. While TripAdvisor far and away boasts the most traveler-submitted reviews, other major online travel sites have also compiled tens of millions more.