Changes and Opportunities in Online Travel
What are Travel Peer
Reviews ?
 Reviews, ratings and rankings for airlines,
  hotels, tours, restaurants and other travel...
Where To Find Travel Peer
Reviews
Peer Review Web • TripAdvisor
      Sites     • Skytrax

    General       • Epinions
me...
Social Media Trends
      Reasons that U.S. Executives Use Social Media
                        (July 2009)


        Bran...
Comparison of Peer Reviews and
Professional Reviews
Peer Reviews                          Professional Reviews
Written by ...
Quality Control Methods for Peer
Reviews
 Keep only the most recent reviews online
 Employ human editors to read and app...
Impact of Peer Reviews
On Travelers                   On Service Providers

 Influences purchasing           Provides a ...
Conclusions
• Better online experience for travel planners
• Broader range of sales and marketing
  opportunities for trav...
References
 The pros and cons of peer reviews
 Let Your Fellow Travelers Be Your Guide
 Travel 2.0: Social networking t...
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Lab1 - Peer Reviews and Social Networking in the Travel Industry

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Lab1 - Peer Reviews and Social Networking in the Travel Industry

  1. 1. Changes and Opportunities in Online Travel
  2. 2. What are Travel Peer Reviews ?  Reviews, ratings and rankings for airlines, hotels, tours, restaurants and other travel services that are written by non-professionals  Common features include:  Reviews segmented by categories (e.g. trip type and budget)  Reviews ranked by popularity and price  Reviewer’s profile, date of stay, type of trip, the number of reviews he/she has written  Trip planning and online booking
  3. 3. Where To Find Travel Peer Reviews Peer Review Web • TripAdvisor Sites • Skytrax General • Epinions merchandise sites Online travel • Travelocity agencies • Expedia Travel guidebook • Frommers sites • Lonely Planet
  4. 4. Social Media Trends Reasons that U.S. Executives Use Social Media (July 2009) Brand-building Networking Customer Service Project Documentation Competitive Monitoring Sales Prospecting Research Other 0% 20% 40% 60% 80% 100% Source: www.emarketer.com
  5. 5. Comparison of Peer Reviews and Professional Reviews Peer Reviews Professional Reviews Written by unpaid amateurs Written by paid professional writers Time-specific and condition-specific General focus focus Online only Online and print Based on individual users’ criteria Based on a standard set of criteria May cover a wider range of hotels May cover only well-known hotels and service providers and service providers Loose controls Strict controls
  6. 6. Quality Control Methods for Peer Reviews  Keep only the most recent reviews online  Employ human editors to read and approve user-submitted reviews  Depend on the user community to flag inappropriate comments  Allow hoteliers and other service providers to respond to reviews
  7. 7. Impact of Peer Reviews On Travelers On Service Providers  Influences purchasing  Provides a direct channel decisions to consumers  Affects consumer  Need to monitor what perception and trust consumers are saying  Empowers consumers about them online  Offers collaboration tools  Need to respond quickly such as trip itineraries specially when negative comments are posted
  8. 8. Conclusions • Better online experience for travel planners • Broader range of sales and marketing opportunities for travel suppliers • More empowered consumers, better informed businesses
  9. 9. References  The pros and cons of peer reviews  Let Your Fellow Travelers Be Your Guide  Travel 2.0: Social networking takes a useful turn  9 Social Networking Sites You Can’t Afford to Miss
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