Filtered Search not Share
“one of our big focuses is on finding better ways to
surface the reviews from travellers “like me”.
With some hotels having upwards of 2000 reviews,
finding the relevant reviews for a given user is critical.
Also, for destination reviews, allowing users to filter and
find the activities and/or neighbourhood reviews most
relevant to them can be tricky to get right.
Expedia’s Jennifer Davies on UGC and booking conversion
Feb 2010 - Eyefortravel
No. 1 UGC local review site in Europe
“When we launched Qype in 2006,
we thought that the person who shares
her views gets something back.
This is now being executed on in a
Some (v common) Challenges
• How do we reduce reliance on SEO?
• How do we deal most effectively with UGC?
• How can we deliver more value to those active
• How can we convert passive visitors into active
• How can we grab the attention of first time
Jan Feb Mar Apr May Jun Jul Aug Sep
Mar Apr May Jun Jul Aug Sep
Narrowcast not Broadcast
Frontline Positive and Relevant User Reviews
Innovative Mobile & Ancillary Opportunities
Reduce Reliance on SEO
Products meta-data Data from your User Generated or
CMS/CRS Inferred Content
(Tags, attributes, descriptions, (Ratings, thumbs up, wish lists,
categories) searches, usage and click streams)
Delivered back to your web/mobile/newsletter
Personalization Similarities Analytics
Products you should like Similar products Predictive analytics
Reviews from people like you People like you Targeting opportunities