Review sites, where people give their views of products and services ranging from books and DVDs to fridges, cars and, of course, their travel experiences, are very much a part of today’s consumer landscape. From to Ciao and from Trustpilot to Tripadvisor, the web is full of channels that enable consumers to share their sometimes brutally honest experiences of a product. From claims of competitors giving underhand reviews of each other’s products, to expressions of bewilderment at the consumer placing their faith in review sites over the advice of the experts, it seems that the industry is not entirely comfortable with peer-to-peer feedback. However, uncomfortable as it may at first appear, the emergence of this plethora of review sites is something that the travel industry should embrace wholeheartedly – and indeed the smart travel brands are actively incorporating them into their marketing strategies already. Get the full story at Travelweekly UK