TripAdvisor next year plans to introduce summaries of a hotel's reviews - a way to provide a quick highlight of the gestalt of the property and its amenities - as a means for consumers to avoid having to wade through hundreds, even thousands of user critiques about a singl
That news came from TripAdvisor president and CEO Stephen Kaufer as PhoCusWright president and CEO Philip Wolf conducted an 'executive interview' with him on center stage on the final day of the PhoCusWright conference in Orlando.
Kaufer noted that the Bellagio, for instance, has some 3,100 reviews on TripAdvisor, a daunting read for consumers interested in the hotel.
Once the summaries are in place at some unspecified juncture next year, consumers might simply read a summary about a hotel or drill down further and sample as many reviews as they desire.
It's a move to improve the user experience on TripAdvisor, and may make a hotel's overall rating even more important because consumers would be able to get to the point about the hotel very quickly.
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Source - tnooz
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