When do TripAdvisor reviews help and hurt bookings?
A/B testing still dominates the optimization space, particularly for travel brands.
It remains the most used testing method for improving conversion rates.
By contrast, for reasons ranging from testing vendor limitations to practitioner anxiety, multivariate testing (MVT) remains an underused tool.
I’m here to make the case for MVT and explain how hotel brands can answer important questions about shifting trends in the travel industry.