A recent Wall Street Journal article provided a trove of insights into online consumer reviews based on academic research from Dartmouth, Harvard, and others. Some of the research validated what one might expect: that verified reviews have more credibility with consumers than anonymous reviews. But there were a few surprises
Increasingly, travelers are reading hotel reviews before deciding where to spend their travel dollars. Research suggests that the average person reads about seven reviews before making a decision (T. Lappas, Stevens Institute of Technology) and 33% of travelers reported changing their hotel booking plans after reading online reviews (Phocuswright). Hotel
Last week, in preparation for spring break in the mountains, I called my local Ford dealership to ask a couple of questions about my service plan’s coverage of replacement brake pads and to schedule an oil change and tire rotation. Today’s business climate eschews helpful, personalized service in favor of
I was recently trawling TripAdvisor reviews for a client in the Caribbean when I came across a 3-star (out of a possible 5 stars) review titled, “Best location, wish they maintained it well.” The reviewer went on to criticize the hotel’s “un-manicured” and “poorly maintained” grounds, implying that management was
Over spring break, I stayed at a lodge in Breckenridge, Colorado made up of 46 privately owned upscale condominium units. Many of the units offer balconies with spectacular slope side views, spa showers, granite countertops, and high-end appliances. Imagine that you were a guest at this lodge and noticed that
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