Why Travelers Contribute Ratings, Reviews, And More Online
Travelers Are More Likely To Share Good News Than Bad News
September 10, 2009
Why Read This Report
More than six in 10 US online leisure travelers regularly participate in travel-focused social media activities like rating a hotel. The more frequently people travel, the more likely they are to read or watch other traveler-generated content. Content creation, though, is led by 18- to 29-year-olds. With about three times more travelers consuming content than creating it, travel eBusiness professionals worry about the risk of negative comments. Fortunately, travelers are more likely to post their opinions and pictures because they were pleased than because they were disappointed. One way to engage travelers — especially those 30 and older — is to make it easy for them to participate by providing radio buttons and drop-down menus that they can use to cast their opinions.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Travelers Take Advantage Of Their Digital Bully Pulpit To Praise And Alert
- Travelers Want To Help — Make It Easy For Them To Do So
HOW FORRESTER CAN HELP
- Forrester Knows Social Media — After All, We Wrote The Book On It
- Supplemental Material
- Related Research Documents
Make Smart Wireless Location Technology Decisions
June 8, 2016 | Julie A. Ask
Be A Loyalty Company, Not A Company With A Loyalty Program
February 18, 2015 | Emily Collins
Digital Experiences Help Build A Resonant Hotel Brand
July 28, 2014 | Tracy Stokes