In “How Important is Word of Mouth Advertising“ Nielsen Internet Research was presented showing that consumers around the world place their highest levels of trust in other consumers. Their #1 trusted source? Friends and relatives as always. The #3 trusted source (a fraction behind Newspapers) was online reviews written by people readers didn’t even know! [...]
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TripAdvisor is one of the most powerful hospitality marketing tools available today. Unfortunately more time seems to be spent complaining about it than developing ways to use it to a hotels advantage. Perhaps that’s why last month’s article – TripAdvisor makes an “offer you can’t refuse” – generated the highest number of emails we have [...]
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As a small luxury hotelier you know the story – nearly every guest who comes through your door will have checked past guest reviews on TripAdvisor before coming. That’s why yesterday’s announcement that TripAdvisor now has over 20 million reviews is so important to you. Last April TripAdvisor had 15 million reviews and two years [...]
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How is this for telling it like it is? “Businesses today exist in an era in which it’s nearly impossible to escape the likelihood of being evaluated.” said Linda Shea, senior vice president at Opinion Research, in a statement, “There’s nowhere to hide.” Like it or not consumers have taken over control of hotel comment [...]
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