Reputation Management

TripAdvisor shares fake review data in new report

Sep 17, 2019 / TripAdvisor
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Shutterstock

The site's inaugural "TripAdvisor Review Transparency Report" provides insight into the moderation processes and key data.

In 2018, TripAdvisor said users posted 66 million reviews, and its fraud-detection technology rejected 2.1% of those, or about 1.4 million reviews -- with about three-quarters of those blocked before they posted.

The company said fraudulent reviews are generally one of three types: biased positive reviews, biased negative reviews or paid reviews. TripAdvisor's content moderation team rejected or removed an additional 1.7 million reviews for guideline violations such as an incorrect location.

In total, TripAdvisor's combination of technology and human assessment rejected 4.7% of reviews in 2018 (3.1 million) either before or after they were posted.

Related: Fake TripAdvisor reviews push ‘world’s best’ hotels up the rankings

Distribution

US: Thomas Cook files for bankruptcy protection

Sep 17, 2019 / Thomas Cook
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Shutterstock

Thomas Cook has filed for bankruptcy protection in the US courts to shield it from lawsuits by American creditors.

The travel group filed for a Chapter 15 court protection in the Southern District of New York on Monday, legal documents show.

Chapter 15 of US bankruptcy law protects foreign companies from lawsuits by US creditors while they reorganise their debt. Crucially, it also triggers the payout of default insurance for a group of bondholders which it is feared may block the deal.

Advertising

Google reintroduces promoted hotels to hotel search

Sep 17, 2019 / Google
Google
Google

After a brief appearance during 2018, the long-awaited and high-impact product from Google, Promoted Hotels, is back on the front pages of Google Hotel Search.

Within the framework of the updated hotel search experience, advertisers are now able to place their properties at the top of destination level searches to influence users before they make their decision to book.

In an otherwise organic rank list, Google provides one to two ad placements per listing. The Promoted Hotel placements are not only featured in the top positions above all organic rankings but also provide prominent brand placement as well as advertiser pricing.

Up to fourteen properties are displayed on the first page of results, but only three (two of which are Promoted Hotels) are fully visible without scrolling down the page. This makes the placement extremely valuable to advertisers with a focus on mid-funnel visibility and brand awareness goals.

Market Data

Why today's super-informed traveler is so hard to please

Sep 17, 2019 / Experience Economy
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Shutterstock

The 21st-century traveler is a different animal than the one moving around the planet only a quarter-century ago.

Imagine telling someone in 1995 that vacations would be planned around staying in a stranger’s apartment rather than a hotel, or that passengers would get out of cabs without handing the driver cash, or that people would ask robots for restaurant choices, flight options, and directions.

Today’s consumers have more information at their fingertips, day and night than most travel agents had in the 1990s. It shouldn’t be surprising that these super-informed travelers are unwilling to put up with 20th-century inefficiencies and limitations when making reservations, picking up rental cars, checking into hotels, or boarding flights.

Digital Marketing

How to decide if your hotel needs a new website next year

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Shutterstock

Investing in a new website can have a huge impact on your hotel’s direct bookings and profit margins.

But is now the time for your hotel to make that investment? To make a wise decision, one should rely on both concrete metrics and past experience.

For instance, if your hotel website has a conversion rate of less than 1.5 to 2%, and your direct contribution is lower than 20%, there’s a good chance your website isn’t optimized for conversion and usability. In this example, it’s likely that the website isn’t doing a great job of promoting the property and location.