User-generated content – marketing hype or marketing must?

Anyone who has not seen any of the recent media articles on user-generated content certainly needs to question their place in the online travel market. Bold statements such as ‘blogs are the future’ and ‘user-generated content cannot be ignored’ and talk of a social marketing revolution are appearing in the press on a daily basis.   

Undeniably, given the nature of the travel product, the potential for the travel industry is huge.  Unlike consumers of other products, travellers are more willing to discuss their travel experiences and share their recommendations with other potential consumers.  Each trusted word-of mouth recommendation can far out way the value of traditional marketing and advertising.   

A recent report by Jupiter Research entitled ‘Travel Consumer-Created Content’ found 73% of online travel researchers indicate they have some interest in reading reviews or recommendations from other travellers. The figure is even higher for so-called avid online travel researchers, as many as 86% of those have an interest in reading traveller reviews and recommendations before booking a hotel. 

The two leading speciality review websites TripAdvisor and IgoUgo report impressive figures.  TripAdvisor currently features more than 5 million reviews and opinions from their member travellers and about 325,000 traveller photos covering 27,000 hotels. (Brian Payea, TripAdvisor).   IgoUgo.com reports 350,000 members sharing destination reviews, including trip journals, and photos (Outside Magazine, 2006).

According to Marc Charron, the new MD Europe for TripAdvisor, ‘There’s no question, people have come to trust, even rely on, user-generated reviews, advice and information in making their travel plans.’

‘As real reviews take on greater importance, marketing hype and brochure copy have less and less of an impact. Driving sales means coming to grips with the newly empowered consumer’.

Jim Donnelly, Co-founder and Vice-President marketing, IgoUgo stated ‘the advantages of user-generated content not only include viral marketing but also the opportunity to cross–sell, increase online conversion rates, foster loyalty and reduce content acquisition costs.’

If you would like to find out more about how user-generated content can help you drive sales and de-commoditise your product, both Marc Charron and Jim Donnelly will be speaking at EyeforTravel’s upcoming Sales & Marketing in Travel conference to be held in Berlin 16-17 October leading the session topic ‘User-generated content – marketing hype or marketing must.’  The event will also feature affiliate marketing, multi-channel marketing strategies and predictions for the future of online travel in Europe.

See www.eyefortravel.com/smeurope2006/2  for further information about the event including a full agenda and list of speakers or email gina@eyefortravel.com