Give the power to the people.. that’s the new mantra online.
Travel guru a popular online travel portal has generated 6,000 user reviews of 2,000 hotels across the country. Users while looking up hotels on the website can read reviews written by actual users which helps to take better decisions while booking hotels.
Travelguru was India ‘s first travel portal to introduce user hotel reviews and ratings right alongside the actual hotel booking form. And has got the highest no of reviews ever by any online travel portal contributing more than 50% of total 11,000 online travel portal reviews.
two days after check out, an auto generated email is sent to the customer asking for his review. This review asks him to rate hotels on a rating of 1–5 on the key parameters of Cleanliness, Dining Options, Service, Quality of room and Overall Satisfaction with the hotel.
The power of reviews –
According to the CompUSA-iPerceptions study,
77 per cent of online shoppers globally use reviews and ratings when making a purchase. 86 per cent of respondents said they would trust a friend’s or user’s recommendation over a critic’s or expert’s view.
The study also mentioned that Nearly 63 per cent of all word-of-mouth publicity is positive. Over 65 per cent of online users researching information gives more credibility to user reviews, even in India. I think this should be reason enough to encourage user generated reviews.
User generated content helps travelers and users to connect better with the website and gives a sense of openness between the website and the users. Reviews help fill the gap between an ordinary website and a user concerned website. Not only users but advertisers, hoteliers, travel agents too can take the resourceful user feed back which will help them better understand user behavior and user preferences which will help identify un-captured or un-attended gaps in the industry. The power has always been with the users, not capitalizing on it would just be foolishness.