According to a research study released by Compete, when making travel decisions, consumers listen to one another. In total, consumer generated content (CGC) already influences $10 billion a year in online travel bookings. Consumers are increasingly embracing their peers’ voices online: 20% rely on CGC when planning travel, and they consider this content more credible than reviews from professionals or information from the brands themselves.
To understand how marketers can create a strategy for getting involved in the conversation, Compete analyzed the effectiveness of three innovators in the travel category that have already embraced CGC:
- Sheraton Hotels pushed its standard website booking functionality aside, transforming into a social platform revolving around a “Global Neighborhood”
- SouthwestAirlines launched a promotion to involve consumers in its marketing campaign through a contest for creating the best “Wanna Get Away” commercial
- TripAdvisor has become the single largest source of consumer-generated travel reviews online, with over 5 million consumers sharing in an ongoing dialogue
Three strategies recommended are:
