SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agent campaign

Thursday, 27 October 2016 11:00

Agents boo...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Reviews are now essential to travellers: 88% of people consult them before booking and half say that reviews are the greatest influence on their booking choices, making them a powerful tool for travel companies to generate incremental bookings and higher revenues.

But many travel businesses rely on external review sites or DIY solutions and, in doing so, lose many of the benefits they thought would accrue; worse, they risk tarnishing their reputation.


The impact of reviews

Two obvious metrics when measuring the impact of reviews are: 'Am I seeing increased traffic to my site?', and 'Am I seeing extra direct bookings?'. Relinquishing control of reviews to third-party sites or using limited in-house solutions means that the answer is often "no" to both. 
Reviews in the travel sector have also been blighted by controversy over faked guest reviews. The difficulty faced by third party sites is that they have no effective way to ensure only real guests leave reviews. By relying on external review sites, you risk damage to your reputation through fake reviews – and letting revenue slip through your fingers.
So how can you ensure you business enjoys all the benefits of reviews, but avoids these pitfalls?

Embed reviews on your site: How often do you find your site appearing lower in search results than review aggregation sites? How often do would-be bookers, even once they've found you, leave your site to read reviews on a third party site? The reality is that most of visitors lost to third-party sites will end up booking with your competitors, or booking with you through the review site, slashing your margins.
Embedding reviews on your site boosts your ranking and ensures that all the benefits of traffic and search come to your business, not to third-party review sites.

Take control of your own reputation: Fail at this and new customers tend to find and focus only on the distorted conclusions of a handful of motivated, disgruntled customers on unverified review sites. Instead, reach out proactively to your customers for service ratings and reviews and – vitally – allow only those people to submit a review. This generates a broader cross-section of views, providing an accurate (and more positive) picture of the actual experience.
A proactive review system also helps to eliminate fake reviews – the issue that has blighted travel reviews for several years. Eliminate fake reviews and the onus becomes yours to listen to and learn from your customers, because they really are your customers.

Let people rate not just their trip, but their experience with you: Service reviews are a powerful tool, protecting margins by enabling differentiation on service and brand promise instead of prices. Reevoo's trusted brand drives a 123% conversion improvement when service reviews are read.
Think about targeted recommendations and up-selling: Use relevant and highly personal insights from other travellers and Facebook contacts to introduce attractive new deals and reduce abandonment. Availability alerts and timely special offers injecting urgency also shorten the buying window, increasing conversion. Reevoo's measurements show that these powerful conversion-driving tools help conversion rates to soar by 54%.

Don't spend too much trying to manage reviews: Big travel companies employ teams of people to manage and optimise reviews, but they could invest their resources more effectively. Reviews collected and managed by an expert review specialist may cost more up front, but they deliver higher uplifts in revenue, easily beating 'DIY' solutions on ROI.

Reevoo is a social commerce solutions provider. For more information on why and how to put verified reviews to work for your business, download Reevoo's eBook, 'Making travel bookings social '.

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