Last week TripAdvisor announced that the site reached 150 million user reviews. According to the company this represents a 50 percent year-on-year increase, a clear sign for its growing popularity among users; and its significant role for the industry (Tnooz).
TripAdvisor currently has more than 60 million members worldwide, a mix of frequent contributors and silent consumers. A TripAdvisor-commissioned study found that more than half of respondents worldwide want to look at reviews before booking a hotel. And that 80 percent of respondents read 6 to 12 reviews before making a decision.
THE ROLE OF DMOs
Reviews are getting undeniably more important. This however raises a question regarding the role of DMOs. The traditional core business of destination management organisations lies in servicing customers by providing their visitors travel advice. Through the emergence of online review services, the authority of DMOs is under threat as travellers increasingly put more trust in online peer reviews.
Some tourist boards have recognised this trend, and responded by fully outsourcing the recommendation of attractions and accommodation to external review sites. For instance VisitBrazil features in its accommodation and events section of regions and cities direct links to TripAdvisor. While the value of crowed sourced information and recommendations is undeniable, such a radical approach neglects the core competency of DMOs: local insights provided by local experts.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer