With the growing popularity and availability of online reviews and ratings, consumers have more information than ever before when purchasing a hotel stay. In order to build effective pricing and positioning strategies, hotel managers need to understand how consumers are using all of this user generated content with price to make a purchase decision. Dr. Breffni Noone, Associate Professor at Penn State, and I have done a series of studies to understand how consumers use all of this information to assess value, and ultimately, make a purchase decision. Our latest research looked at unmanaged business travelers. View a recording video presentation on their latest research at SAS and/or the details of the study in this article at SAS