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TripAdvisor – friend or foe?

October 26th, 2009 by Pam Carvell, Marketing Consultant · Email This Post Email This Post · Print This Post Print This Post
Topics covered: Hotel ratings

Market research by BDRC (www.bdrc.co.uk) has now shown what we all believed – that business travellers are referrring to sites such as TripAdvisor before booking hotels. Their research showed that 28% referred to such sites and of those, 41% changed hotel choice after reading reviews. This is all great if you consistently get fab reviews, but what if youdon’t?  What if the poor reviews are from before you owned or managed the hotel? What is the reviewers have never actually stayed with you? How do we as marketers get to grips with this ever-growing monster, that is out of our control?

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1 response so far ↓

  • 1 How to Improve Trip Advisor Reviews | Gold Coast Social Media // Oct 27, 2010 at 8:37 pm

    [...] For good reason – negative Trip Advisor Ratings can impact bookings.  Research in the UK publish on the UK Hotel Marketing Association site, has shown of those who go to trip advisor,“41% changed hotel choice after reading reviews”. [...]

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