Expedia’s ‘Source of Truth’
Travel website Expedia plans to make its hotel reviews more trustworthy by only using verified reviews written by people who Expedia says paid for, and stayed in, the hotel they wrote about.
This move differentiates Expedia from the likes of TripAdvisor and Yelp, which do not confirm whether a reviewer stayed at a particular property, or had an agenda when writing the review.
The new platform also allows visitors to view the reviews by traveller type. However, this has moved on from ‘business traveller’, ‘couple’, ‘single’ or ‘family’. Instead, users can search by interest – be it football or zombie-themed hotels.
With the rise of review sites and social media platforms such as Twitter and Facebook, consumers have more power than ever before. As discussed by British hotelier Rocco Forte at the International Luxury Travel Market in Cannes in December 2011, if a complaint arises in any medium, it is imperative for a brand that it is dealt with quickly.