2. “Consumers base their decisions on
recommendations to a much greater
extent than they do on objective
features and characteristics. This is
why reviews in online communities are
more important than specialist
sources.”
”Purchasing decisions: with help instead of alone?”
(GfK, July 2013)
3. “The bottom line is that driving revenue and
share in the hotel industry is no longer just about
competing on price. Consumers are clearly
turning to user generated content to inform their
hotel purchase decisions“
Price, ratings and reviews,