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Traveler reviews emerged early in the social media era. Long before the word "tweet" meant anything other than the sound a bird makes, TripAdvisor began amassing user-generated reviews. Over the past decade, the volume of reviews and the number of sites on which they appear have grown exponentially. Within this vast content lie gems of traveler feedback that can inform both traveler expectations and a broad range of travel company decisions in areas such as marketing, operations, pricing and distribution. The challenge lies in sorting through the universe of traveler reviews to identify and act on meaningful insights.
This article takes a close look at the hotel segment to assess the impact of traveler reviews from both the industry and consumer perspectives. Part 1 examines how hoteliers are using insights gleaned from traveler review analytics technology to optimize strategic and tactical decisions throughout their organizations. Part 2 provides a brief overview of how traveler reviews are influencing traveler expectations, identifying the factors at play and the implications for hoteliers.
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Table of Contents
PART 1: TRAVELER REVIEW ANALYTICS
Mastering the Universe of Social Content
Assessing Reputation and Visitor Sentiment: Key Metrics
- Quantitative and Qualitative Metrics
- Types of Analysis
Making the Data Usable
Selected Travel Vertical Analytics Vendors
- Circos Brand Karma
Analytics in Action
- Training/Service Improvement
- Property Upgrades/Investments
A Note on Real-Time Commentary
PART 2: TRAVELER REVIEW IMPACT ON CONSUMER EXPECTATIONS
Strength in numbers
Mining traveler review content
Review reliability and relevance