Reputation Management

TripAdvisor takes fake reviews by the horns, urges others to do the same

Sep 26, 2019 / TripAdvisor
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Shutterstock

TripAdvisor has taken the issue of fake reviews by the horns and is urging other platforms like Google and Facebook to do the same.

TripAdvisor also recently became the first major review platform to issue a transparency report. The Review Transparency Report reveals details about its review moderation process and statistical data on the volume of fake review attempts targeted at the platform in 2018.

“We need other major platforms like Google and Facebook to step up and take the issue of fake reviews seriously. Right now, we are not seeing that,” said Becky Foley, senior director of trust & safety, TripAdvisor.

Foley said TripAdvisor would be open to “industry collaboration” when asked if there is an argument for a body within the travel industry and beyond that tackles fake reviews and other such fraudulent activities.

Related: TripAdvisor shares fake review data in new report

Distribution

Kayak and Trivago testing new desktop user experiences

Sep 26, 2019 / Metasearch
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Shutterstock

The two companies are testing new user experiences with their hotel search results pages as metasearch continues to grow and users continue to seek out better booking experiences.

Kayak is testing its desktop results page which appears after users search for specific hotels. Users no longer need to click into a map view; instead, this results page now automatically provides a map view with the search hotel highlighted as well as other nearby hotels.

Similarly, Trivago is testing a new desktop experience on select user countries. When users search for a destination or a specific hotel, they are now provided with a map view alongside the hotel ads list. The map view shows a variety of hotels in the area based on the destination city that the user searched for.

Advertising

What’s next for your hotel brand?

Sep 26, 2019 / Branding
Choice Hotels
Choice Hotels

Traditional brand names and logos are moving to a more mobile, personalized approach for franchisees.

It starts with scalability - measuring and learning from new investments - and then taking those investments to the whole business. Scalability boils down to the services offered, and it's not a one-size-fits-all approach anymore. Therefore, different service challenges apply to different franchisees.

Choice Hotels is taking note by tailoring tools and services to each franchisee in their respective communities. Franchisees are internal customers, and these internal customers have needs and expectations that need to be addressed.

For example, the attribution modeling used to determine ROI of content marketing. With a greater market awareness and personalized approach, building the right brand for franchisees is key today.

Digital Marketing

A new approach to marketing strategy

Sep 26, 2019 / Advertising
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Shutterstock

The fundamental building blocks of strategy are unchanged. But how strategy delivers those fundamentals has changed dramatically.

Consider the speed, depth, and precision of insight that can now be brought to strategy creation. And then look at the ability to develop new products, power new experiences, and personalize interactions in ways that never existed 10 years, even 5 years ago.

And yet with all of these changes, the biggest metamorphosis isn’t in marketing strategy – it’s in the role of marketing itself: moving from communications leadership to growth accelerant.

Distribution

OTA Insight surpasses 50,000-property milestone with global IHG agreement

Sep 26, 2019 / OTA Insight (sponsored)
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Shutterstock

Major international chain signs up to group-wide use of Parity Insight, OTA Insight’s end-to-end parity solution.

IHG is the latest in a series of high-profile partnerships for OTA Insight, their customers including Radisson Hotel Group, Wyndham Hotels and Resorts, Best Western Hotels and Resorts, NH Hotel Group and Playa Hotels & Resorts, to name a few.

To support the continuous growth, OTA Insight has grown to nearly 200 employees, almost doubling in the past 12 months, with staff and hubs across six continents.