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BizReport : Research archives : February 04, 2008

User reviews promote bookings

Online retailers should not shy away from integrating user generated reviews into their websites, as new data from the Hayes & Jarvis / TripAdvisor tie-up demonstrates.

by Helen Leggatt

tripadvisor%20logo.jpgBritish long-haul travel specialists Hayes & Jarvis has seen big rises in online booking conversions after integrating TripAdvisor reviews into their hotel landing pages via RSS feed.

The online travel agents became the first to integrate un-edited user reviews into its site in July last year. Since then, site visitors have been presented with the latest five TripAdvisor user reviews for over 80 percent of its hotel listings.

Data arising from the partnership has shown that one in five visitors to a hotel landing page went on to click and read the user reviews. More so, readers of reviews went on to make a booking at twice the rate of those that did not.

"We believe that TripAdvisor reviews and ratings are a trusted and very current resource that helps our consumers make decisions on their holiday choices," said Tim Clarke, Hayes & Jarvis' Head of E-commerce and Publishing. "Having unedited user-generated content on our site reinforces our relationship with our customers by fostering the feeling of trust we've established."

A similar deal with Thomson is reported to be "going well" although data won't be available for a few more months.

Tags: online booking, online travel, user reviews

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