Tuesday, May 01, 2007

Shove in some user content to boost the bottom line

Or so says a report from Compete Inc, a US market research firm which has estimated a whopping $10 billion a year (in the US - we are checking) is created for online travel firms using consumer-generated content.

Really? Just from consumer-generated content?

Compete reckons [in a press release] consumers are finding CGC more credible than professional written reviews (or PR puff) about travel products.

Nothing new there. TripAdvisor's success is testament to that...

However, the survey found that 50% of visitors to the Sheraton website found its now infamous Global Neighbourhood Web 2.0-style tool as being "valuable" to their overall experience.

Furthermore, 57% said it had a positive influence on whether to book a hotel or not.

Of course, there is a fascinating and ongoing debate to had here - and what a dilemma. It's all well and good the likes of TripAdvisor continuing their UGC model, but what about supplier brands, such as hotels.

Consumers can see straight through "glossed-up" (as one hotel boss put it the other week) consumer reviews, rendering the process a bit pointless. But throw up all reviews and a brand is left to the mercy of malicious and downright negative review.

Kevin May, editor, Travolution

Technorati tags:


Alex said...

If you watch what has been happening to Digg.com over the last 24 hours you may wonder if user generated content is a risk free move.... (it certainly isn't)

I have just posted some thoughts about this to


Adam Healey said...

I'd like to think that VibeAgent is the answer.

Anonymous said...

Check out these blogs and site. There are plenty of good consumer reviews there...

Customer Satisfaction Story 
Satisfied customer can use this website to praise the quality of the service that they have received from any business. Website takes great care of collecting and publicising these customer reviews.

Airbus A380 Reviews 
Website dedicated to Largest Passenger jet- Airbus A380. Website collect consumer experiences from people that have flown on A380. Review Airlines and Airplane quality of the JUMBO Jet.

Shopper Story 
Tips and Tricks to maximize your shopping experiences. Learn from shoppers from 5th Avenue and Rodeo Drive. Learn wehere to find the best deal and superior customer service.

Tutor Reviews 
Rank your tutor and recommend him/er to others. Share your opinion, reviews with other students looking for tutors.

Upset Clients 
Read stories from disappointed clients. Clients upset about service or product qualities express their opinions on the pages of this website. Feel free to leave your own comments.