A new report from PhoCusWright Inc. on the role of social media in online travel reveals that travelers are posting more hotel reviews on online travel agencies (OTAs) than on traveler review sites. OTAs were home to nearly three in four traveler-generated hotel reviews in 2009, while traveler review sites accounted for one-quarter of posted traveler hotel reviews.
A new report from PhoCusWright Inc. on the role of social media in online travel reveals that travelers are posting more hotel reviews on online travel agencies (OTAs) than on traveler review sites. OTAs were home to nearly three in four traveler-generated hotel reviews in 2009, while traveler review sites accounted for one-quarter of posted traveler hotel reviews.
PhoCusWright's Social Media in Travel: Traffic & Activity is a detailed examination of the role of online social media in travel. Conducted in partnership with Circos Brand Karma, Compete and Travelport, the study analyzed nearly 1.9 million traveler reviews, and visitor referral and conversion traffic from more than 50 social travel Web sites, covering traveler review sites, hotel reviews on OTAs, major travel blogs, social travel networks and trip-sharing sites, as well as general social networks such as Facebook and Twitter.
"Traveler review sites—led by TripAdvisor—created and drove the growth of the traveler hotel review category, demonstrating the potential role of user-generated reviews in the trip-planning process," said Douglas Quinby, senior director, research at PhoCusWright. "The travel industry obviously took notice, and the major OTAs have remarkably stepped up their game in capturing reviews from their customers and incorporating the content into their hotel shopping path. Travel companies must keep a close eye not only on review sites such as TripAdvisor, but the growing volume of review content on OTAs as well."
Traffic & Activity is the first release in PhoCusWright's Social Media in Travel series, which will feature a range of reports, articles and spotlights exploring the dynamic relationship between social media and online travel.
About PhoCusWright Inc.
PhoCusWright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, PhoCusWright fosters smart strategic planning and tactical decision-making.
PhoCusWright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. Every day around the world, senior executives, marketers, strategists and research professionals from all segments of the industry value chain use PhoCusWright research for competitive advantage.
To complement its primary research in North and Latin America, Europe and Asia, PhoCusWright produces several high-profile conferences and trade shows in the U.S. and Germany, and partners with conferences in Canada, China and Singapore. Industry leaders and company analysts bring this intelligence to life by debating issues, sharing ideas and defining the ever-evolving reality of travel commerce.
The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.
Logos, product and company names mentioned are the property of their respective owners.
