PhoCusWright's Social Media in Travel 2011: Traffic, Activity and Sentiment analyzes nearly 2.9 million online traveler reviews, covering more than 26,000 U.S. properties of 65 top hotel brands. The result is an in-depth, year-over-year comparison of traveler reviews and sentiment for the U.S. hotel review landscape, as well as the online forums – traveler review sites and online travel agencies – where travelers post their reviews. Created in partnership with Circos Brand Karma, Compete and Travelport, PhoCusWright's Social Media in Travel 2011: Traffic, Activity and Sentiment has developed a unique "buzz" metric to capture the number of online reviews or mentions for a particular hotel brand and segment. The report finds that the average monthly buzz across most hotel classes increased in 2010, in part reflecting an overall improvement in hotel market conditions. However, buzz ratings vary significantly from one hotel star classification to the next. "The rise in overall buzz is indicative of both improving hotel demand and travelers' growing desire to express their opinions," says Douglas Quinby, senior director, research at PhoCusWright. "However, not all segments of the hotel industry, or all segments of the online travel landscape, experienced a similar rise in review volume. Where travelers are posting reviews, and for which types of hotels, has shifted significantly from 2008 through 2010." Get the full story at PhoCusWright