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The cost of fake review
Company-paid positive reviews and social-media ratings will make up 10% to 15% of all reviews by 2014, says a new study from Gartner.
Also, analysts predict the increased media attention on fake reviews will result in the U.S. Federal Trade Commission suing at least two Fortune 500 brands over the next two years, according to an Open Forum article, citing a 2009 ruling that deemed paying for bogus reviews false advertising.
“With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales, customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.”
Keeping consumers on site
Hotel companies constantly are looking at ways to keep consumers on their own sites for as long as possible. Wyndham Hotel Group, for example, is deploying a range of tactics, such as functional enhancements to improve conversion rates and publishing reviews to be as transparent as possible,according to an EyeforTravel article.
Savvy travelers, the article says, understand the context of reviews better now and realize there is a difference between how a person they know rates a property, what an expert travel authority says about a hotel and what an aggregated voice of the community tells them.
So over the last year, a range of hotel companies (such as Starwood Hotels & Resorts Worldwide and Wyndham) have chosen to feature reviews on their own websites. Hotel companies have approached this in different ways, launching their own platforms to share user-generated content and tying up with review sites as well.
Phone, wallet functions merge for travelers
Emerging "empty pockets" technology is increasingly allowing travelers to use their phones to make purchases, book flights, check in and board planes, according to a CNN report.
Delta, American and United are already big into electronic boarding passes on smartphones, and JetBlue plans e-boarding programs in the near future. If some visionaries have their way, the future of mobile travel will touch virtually every key activity at the airport, including security and U.S. passports. Smartphone technology might improve airport efficiency and help ease the pain from skyrocketing traffic predicted in the next 20 years.
Apple also recently unveiled Passbook, an app which organizes e-boarding passes, flight reservations, coupons and other documents. But Apple has a much more grandiose plan for its empty pocket dreams, according to public U.S. Patent and Trademark Office documents.
Industry experts and government officials say, as cool as these technology ideas sound, extending Apple's technology and influence to airport baggage tracking and TSA security would be unprecedented.
New ‘hotel haggling’ website goes live
GraysEscape.com, launched in early September by Australia’s largest online auction house, GraysOnline, allows travelers to negotiate discounts of up to 20% on Australian and New Zealand hotels, according to a news release.
The site promises to help hoteliers fill empty rooms “via controlled discounting” and help travelers “score exclusive and confidential discounts.”
GraysOnline CEO Cameron Poolman said in the release that GraysEscape.com will boost Australia’s struggling domestic tourism industry. The site features a range of accommodations, from luxury hotels and resorts to motels, B&Bs, holiday parks and hostels. The site allows customers to make offers directly to hotels, with no competitive bidding. Hoteliers have three hours to accept an offer or bargain with the customer for another rate.
Properties featured on GraysEscape include major hotel groups, such as Rydges, Toga, Oaks, 8 Hotels, Best Western International, Stamford Hotels, Golden Chain, Chifley Hotels, Country Comfort, Choice Hotels International and Leisure Inns, the release said.
Best Western revamps brand site
Best Western has completed a major overhaul of its brand website, including a completely revamped design with additional hotel details, more photos and new research tools, highlighted by embedded TripAdvisor reviews.
By adding TripAdvisor content to BestWestern.com, visitors will be able to view TripAdvisor ratings and the five most recent traveler reviews for every Best Western hotel without ever having to leave the Best Western website.
Other new features on the website include:
Compiled by Jason Q. Freed.
The cost of fake review
Company-paid positive reviews and social-media ratings will make up 10% to 15% of all reviews by 2014, says a new study from Gartner.
Also, analysts predict the increased media attention on fake reviews will result in the U.S. Federal Trade Commission suing at least two Fortune 500 brands over the next two years, according to an Open Forum article, citing a 2009 ruling that deemed paying for bogus reviews false advertising.
“With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales, customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.”
Keeping consumers on site
Hotel companies constantly are looking at ways to keep consumers on their own sites for as long as possible. Wyndham Hotel Group, for example, is deploying a range of tactics, such as functional enhancements to improve conversion rates and publishing reviews to be as transparent as possible,according to an EyeforTravel article.
Savvy travelers, the article says, understand the context of reviews better now and realize there is a difference between how a person they know rates a property, what an expert travel authority says about a hotel and what an aggregated voice of the community tells them.
So over the last year, a range of hotel companies (such as Starwood Hotels & Resorts Worldwide and Wyndham) have chosen to feature reviews on their own websites. Hotel companies have approached this in different ways, launching their own platforms to share user-generated content and tying up with review sites as well.
Phone, wallet functions merge for travelers
Emerging "empty pockets" technology is increasingly allowing travelers to use their phones to make purchases, book flights, check in and board planes, according to a CNN report.
Delta, American and United are already big into electronic boarding passes on smartphones, and JetBlue plans e-boarding programs in the near future. If some visionaries have their way, the future of mobile travel will touch virtually every key activity at the airport, including security and U.S. passports. Smartphone technology might improve airport efficiency and help ease the pain from skyrocketing traffic predicted in the next 20 years.
Apple also recently unveiled Passbook, an app which organizes e-boarding passes, flight reservations, coupons and other documents. But Apple has a much more grandiose plan for its empty pocket dreams, according to public U.S. Patent and Trademark Office documents.
Industry experts and government officials say, as cool as these technology ideas sound, extending Apple's technology and influence to airport baggage tracking and TSA security would be unprecedented.
New ‘hotel haggling’ website goes live
GraysEscape.com, launched in early September by Australia’s largest online auction house, GraysOnline, allows travelers to negotiate discounts of up to 20% on Australian and New Zealand hotels, according to a news release.
The site promises to help hoteliers fill empty rooms “via controlled discounting” and help travelers “score exclusive and confidential discounts.”
GraysOnline CEO Cameron Poolman said in the release that GraysEscape.com will boost Australia’s struggling domestic tourism industry. The site features a range of accommodations, from luxury hotels and resorts to motels, B&Bs, holiday parks and hostels. The site allows customers to make offers directly to hotels, with no competitive bidding. Hoteliers have three hours to accept an offer or bargain with the customer for another rate.
Properties featured on GraysEscape include major hotel groups, such as Rydges, Toga, Oaks, 8 Hotels, Best Western International, Stamford Hotels, Golden Chain, Chifley Hotels, Country Comfort, Choice Hotels International and Leisure Inns, the release said.
Best Western revamps brand site
Best Western has completed a major overhaul of its brand website, including a completely revamped design with additional hotel details, more photos and new research tools, highlighted by embedded TripAdvisor reviews.
By adding TripAdvisor content to BestWestern.com, visitors will be able to view TripAdvisor ratings and the five most recent traveler reviews for every Best Western hotel without ever having to leave the Best Western website.
Other new features on the website include:
- enhanced room descriptions to give travelers more specific hotel details;
- more hotel photos so guests can see more of the hotel before they book;
- specials offering travelers unique hotel deals and packages;
- easier-to-navigate Best Western Rewards management for loyalty program members to track and redeem their rewards points;
- option to save favorite hotels for quick booking on future visits; and
- redesigned mobile and Facebook booking sites.
Compiled by Jason Q. Freed.
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