I’m brooding on an article about Tripadvisor for quite some time now. In anticipation I’m putting several snippets here.
TripAdvisor and similar user review websites now influence corporate decisions on hotels to the tune of £500m a year, according to research firm BDRC.
In a BDRC survey of 1,000 business travellers, 28% said they actively seek advice on websites featuring consumer reviews; 46% were influenced in their hotel selection by consumer reviews, while 41% decided to change their original hotel choice after reading about other travellers’ experiences.
The influence of word of mouth recommendations – both on and off line – outweighs the star ratings offered by the AA and RAC and official ratings and advice from travel agents, the survey revealed.