Will traditional travel reviews die out?
By Alan Young , SVP, Marketing and Strategic Partnerships at TrustYou
paced and ever changing world, and there are signs that in the near future, travelers might consume reviews in a different way.
TrustYou, for example, has developed what it calls "the Meta-Review", a summary of ahotel's reputation derived from semantic analysis of reviews across the world.
The claimed reach of more than 50 million monthly unique visitors being influenced byTrustYou data on sites like Kayak or Wego.com is impressive.
We interviewed TrustYou CEO and co-founder Benjamin Jost to find out more:
What exactly are Meta-Reviews?
Meta-Reviews are a trusted summary of relevant reviews worldwide, showing the mosttalked about and most relevant attributes of a particular hotel, along with some special, important-to-know 'nuggets' of information that are unique to the particular hotel.
Different signals are taking into account; for example, the most recent content carries ahigher weight. We also start to experiment with different weighting for verified reviews versus unverified ones.
Bottom line, think of Meta-Reviews as the Cliff's Notes for thousands and thousands ofreviews; they give travelers the best possible summary of all reviews for faster, more informed booking decisions.
And when I mean best possible I also talk about trust. We know that every reputationsystem is built on trust and Meta-Reviews are 100% objective. Our analysis is based purely on algorithms and math, without any agenda.
Plus, with the sheer volume of content that is analyzed, Meta-Reviews are working withthe law of big numbers, meaning that any outlier or small volume of extremely negative reviews is washed out.
So we don't need to read reviews any more? We think these summaries will becomeinvaluable, both on websites as well as on mobile, where time and space is extremely limited. Who really wants to read through thousands of reviews or has time to do so? We believe the great majority of travelers want to digest the pros and cons about a hotel or restaurant. These insights are hidden in reviews. So why not taking the work out of finding these insights and present it in the form of consumable summaries? That's the idea behind the Meta-Review.
Do you think this is a broad industry trend and why do we see this trendstarting now and not five years ago?
Yes, we believe this is where the industry is heading. Until ten years ago, it was allabout traditional advertisements and direct marketing. Then, TripAdvisor came along and changed everything, introducing user-generated content to the travel industry.
Travelers could turn to the wisdom of the crowd to get an inside look at what the hotelwas really like. In the last five years, reviews became a commodity.
Now, we have entered a new phase. There is an abundance of content; hundreds ofmillions of reviews and opinions. In fact, there is so much content that most travelers have trouble making sense of it all. Many properties have thousands of reviews.
There is no way to read all of that and then try to compare with other properties in thearea. It feels more and more like an inferior way for travelers to have to consume all the rich data by reading long lists of text.
I am convinced the next big industry trend will be about making sense of all that data.Context will be king.
We bet our company on that trend and invest in technology to analyze exactly this kindof information, and then present the outcome in an easy to digest format so that both travelers and hoteliers can understand the pros and cons within seconds.
So do you think traditional reviews will die out?
No, they won't die out. The more content, the better. We will continue to see everyplayer throughout the value chain (OTAs, meta-search sites, social platforms, destination sites, hotels) collect direct feedback in various forms.
But the most relevant data will be presented in summaries, in filters, in search, so thattravelers will get right content in the right time with the least amount of work.
If you look at big data companies or at Google for that matter, the Holy Grail for everycompany is to first come up with as much meaningful structured data as possible.
The Meta-Review is exactly that – structured review content.
You mention filtering and search, how do you apply this to search?
Imagine you know everything ever written about all hotels in Bangkok. Now I want toknow where should I stay in Bangkok with my family, and apart from price, my wife really likes clean and quiet rooms.
Because TrustYou's algorithms have structured all of this information, I can search forhotels with the highest sentiment scores that match these criteria. These filters and searches will change the travel landscape because travelers can find the most relevant result in the least amount of time.
Is this the reasons why intermediaries and travel sites use TrustYou's data?
Everyone we show our API to sees the potential to build much better filter and searchexperiences. But even without considering the search case, there is a huge need to integrate review content for more than 400,000 hotels in 26 languages – without having this type of content, booking numbers are drastically lower.
The numbers speak to a clear trend that users crave this sort of content to feelconfident in their booking decisions.
Can you share some of these statistics?
When incorporating TrustYou data onto their sites, our partners see conversion ratesincrease from 0.8% to up to 40%. Time spent on the sites has doubled in some cases, and repeat usage numbers are growing as well.
Another interesting data point we've found is that when sites show both a Meta-Reviewsummary and traditional text reviews, about 75% of travelers only read the summary and don't click through the actual text of all reviews.
That's why I am so confident that this is a game changer and will change the waytravelers will consume user reviews in the future.
Senior Marketing Manager
Phone: +49 89 55 27 35-116
TrustYou, the world's largest guest feedback platform, provides hotels with insights to improve their guest experience and market to future guests. Guest feedback informs 95% of booking decisions, and TrustYou's guest feedback platform incorporates hundreds of millions of hotel reviews, surveys, social comments, and direct messages through SMS, email, Facebook Messenger and more. This information is analyzed along each step of a traveler"s journey, including booking and pre-stay queries, real-time guest request, and post-stay feedback, to generate actionable insights for 500,000 hotels. TrustYou"s platform is made up of various components, including TrustYou Meta-Reviews*, verified global review summaries displayed on travel and search sites like Google, KAYAK, and Hotels.com; TrustYou Messaging, real-time guest messaging service; TrustYou Stars, an advanced guest satisfaction survey tool; TrustYou Analytics, the world"s leading online reputation management tool and the accompanying app TrustYou Radar. PMS, CRM, IBE and other hotel software providers can make use TrustYou Connect, a partner program to integrate TrustYou"s guest feedback platform with its products to help their hotel clients to positively influence every stage of the guest journey. Find more information on TrustYou and the guest feedback platform at www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor