No doubt TripAdvisor will remain a fantastic business that can make or break a hotel, but one without soul or genuine credibility, absolutely crucial criteria for any media business, old or new.
TripAdvisor has peaked. Big statement but I can’t shake it. The world’s largest travel “community” – 11 million members, 30 million reviews – may continue to grow but its reputation among frequent travelers and the industry is in terminal decline. This is crucial. It means the people who matter will move on, leaving it to the ignorant and the socially needy. No doubt it will remain a fantastic business that can make or break a hotel, but one without soul or genuine credibility, absolutely crucial criteria for any media business, old or new.
These thoughts have bubbled to the surface following the brouhaha that’s erupted in the UK over the latest top 10 dirtiest hotels list. Negativity has long been TripAdvisor’s stock PR tactic, generating masses of stories and links. The resulting industry shrieks of outrage are no surprise – they happen every time – but the general media is no longer simply swallowing and regurgitating the TripAdvisor press releases. Powerful old players like the Daily Mail newspaper are questioning the results and also the quality of reviews. European hoteliers are calling for legislation to govern review authenticity.
Read the full story at: http://www.traveltrends.biz/ttn555-tripadvisor-credibility-under-attack-hoteliers-on-front-foot/