This is an article presenting some of the upcoming challenges TripAdivisor will face.
TripAdvisor had a very positive role. Thanks to its review function, hoteliers had to make serious efforts on quality because guests are now able to exchange review almost instantaneously and worldwide. The community is now so huge that a single bad comment or bad picture can ruin the renown of a hotel.
But hoteliers could not let consumers do so. They took measures to manipulate such a powerful tool. This is not fair play at all. We even may think this is a bad strategic decision. Let me explain. Managers and hotel owners had at their disposal a very useful tool to improve their quality and measure the results of their efforts. Thank to the website they could measure and analyze the reaction of customers after they made some changes. Moreover it was free so that they have to pay counseling companies to get such information about what the client thing about the quality of the hotel.
But instead of considering TripAdvisor as a tool, they considered it like a threat and made all they could to influence and manipulate the reviews. In the article we can see the website created a brand new business. For me, managers and hotel owners should have refuse to corrupt this tool. Instated, they have chosen the easy way and pay to influence reviews.
As well, TripAdvisor users will more and more be aware of such methods. And their confidence in this section will decrease mechanically. This is very dangerous for the website because they have built their renown on this service.
We can consider TripAdvisor has reach a peak of audience and will now face a decrease in terms of frequentating.
But we can think the website managers are aware of this challenge. Indeed the already began to diversify the services by offering new services and applications (cf my previous post about Local Pics).
Aucun commentaire:
Enregistrer un commentaire