largest travel community, with 350 million unique monthly visitors and more than 290 million reviews and opinions covering 5.3 million accommodations, restaurants and attractions. The sites operate in 47 countries.
Online reviews have made consumers “smarter” forcing companies to change their marketing strategy, that is, as we were saying earlier, it is no longer enough to advertise your product or service by explaining how good mobile database and how beautiful it is, but above all you need to work proactively to receive authentic reviews from customers.
The value of fake reviews is inestimable. The Harvard Business School study believes that these can significantly influence an online purchase or booking. The increase in earnings for a hotel or restaurant with good reviews is estimated between 5 and 9%. On the other hand, a bad digital reputation can have very serious effects on turnover .
Especially in the tourism and hospitality industry, fake comments and reviews have damaged online review sites like Tripadvisor or Yelp since the beginning and still represent the biggest problem that brands (and customers!) have with these sites. According to data from Gartner, an IT research company, at least 15% of online reviews are not reliable. After all, a portal like TripAdvisor has some structural limitations:
TripAdvisor-branded sites are the world's
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