| The role of user-generated reviews is exploding. TripAdvisor(TM) attracts nearly 30 million monthly visitors and 88% of these visitors are influenced by content they read. Word-of-mouth adds a layer of credibility and is more effective than other more formal forms of promotion. |
| Market Metrix research has demonstrated that beyond the additional revenue that repeat customers provide, their word-of-mouth communications translate into significant profits for the hotel. In one example the positive word-of-mouth from a happy customer was worth $1,559 in profit for an upscale hotel. |
| Luxury guests (25%) and Timeshare guests (23%) were more likely to read a review before purchase, perhaps due to the variability among these properties. |
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True, and an unhappy traveler even starts a twitter account: https://mobile.twitter.com/ClientAirFrance
A lot of AirFrance bashing in that account…
Absolutely! Nowadays, guests threaten us with a bad review if we are not able to bow down to their wishes! Especially, the crafty ones!
As you say, one bad review of TA is off putting to many potential clients!