Managing Online Reviews on TripAdvisor
In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and write reviews on TripAdvisor, largely as a means of informing other consumers about their personal experiences, but also to praise or complain to hotels about their experiences. In response, hotels were investing more time and marketing budget on managing the quantity, quality and location of online reviews, with particular attention paid to TripAdvisor.
Collection: HBSP (USA)
Ref: HBS-514071-E
Format: PDF
Number of pages: 11
Publication Date: Dec 23, 2013
Language: English, Spanish
Review date: Mar 25, 2016
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Description
In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and write reviews on TripAdvisor, largely as a means of informing other consumers about their personal experiences, but also to praise or complain to hotels about their experiences. In response, hotels were investing more time and marketing budget on managing the quantity, quality and location of online reviews, with particular attention paid to TripAdvisor.
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Year: Event Year Start:2013
Industry Setting: Industry Setting:Online information services; Accommodation & food services; Travel services; Hotels
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"Managing Online Reviews on TripAdvisor"
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