In the age of digitalization, the internet has become a platform where consumers actively participate and share their views and experiences openly. User Generated Content (UCG) shapes e-commerce, travel, and many other industries because consumers willingly and frequently communicate and express their opinions with companies through their reviews. In the tourism industry and hospitality sector, reviews rate the performance and quality of a hotel to an extent where they can affect bookings, revenue, and overall success - both positively as well as negatively. A TrustYou study showed that hotels with higher review ratings are 3.9 times more likely to get booked compared to hotels with lower ratings when price is consistent. Guests have become multiplicators in the travel industry and hotels need to adapt strategies that reflect this change of online behavior. Travelers’ communication with service providers can happen in various ways, such as opinions, images, or mutual commenting.
Other White papers
TrustYou Presents The Q1 2022 Pulse of the Industry Report
Dedicated to helping hospitality companies win through the power of listening to direct guest feedback, TrustYou contextualizes the world’s biggest database of guest reviews for the first time in a quarterly rhythm. Building on the success of the annual TrustYou Review Insights Reports covering global and regional reviews, this new report offers current insight into… read more »
TrustYou Presents The 2022 Review Insights Report – Global & Regional…
The 2022 edition of the Review Insights Report highlights the increasing value of online reviews and feedback in a changed travel industry. Globally, guest reviews take on a new shape in the form of chats, conversations, and pulse-checks. For travel and hospitality professionals, this is a great way to impact the guest journey, communicate better,… read more »