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How travel brands manage their online reputation

November 24, 2011 | Hotel Marketing

Branded sites may be among the easiest for travel firms to control, but they are just one among many sources for consumers to research and book travel. Brands must also focus on paid and earned media, in addition to their owned assets, to create and implement an overall online reputation management strategy.

Today’s US travel consumers make use of a growing variety of web resources to help them research and book travel. This list has evolved beyond branded promotional material to include ratings, reviews, videos, photos and social media commentary from travel peers. More than ever before, this positive and negative online information has the ability to make or break purchase decisions.

“While this treasure trove of travel content is a boon for consumers, the loss of control by travel marketers over what is being said has made it important for them to aggressively monitor and manage their brand’s online reputation,” said Victoria Petrock, eMarketer analyst and author of the new report, “How Travel Brands Manage Their Online Reputation: Making the Most of Owned, Earned and Paid Media.” “Helping potential customers view their brand in the best possible light is of utmost importance in this increasingly competitive market.”

eMarketer estimates there will be 117.6 million online travel researchers (61% of internet users) and 98.3 million online travel bookers (51% of internet users) in the US by 2012. These consumers are going online for information at more points in the travel process—before, during and after a trip. The sheer number of online travel researchers and bookers elevates the importance of online reputation.

Get the full story at eMarketer

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