We’re creating a more connected travel industry, underpinned by sustainability and long-term investor relations.
President, Amadeus Asia Pacific
To put it more simply, travellers – whether they are business or leisure – are heavily influenced by the purchasing decisions and travel reviews of their peers. Nearly 81% of travellers feel hotels reviews are important1 (with 53% saying that they would not book a hotel without reviews2), while 68% said that travel ratings ultimately influence their travel purchases3. Amadeus studies also show that 62% of business travellers feel that travel reviews would be as beneficial as they are to leisure travellers4.
A research initiative , jointly sponsored by the Marketing Science Institute (MSI) and the Wharton Customer Analytics Initiative (WCAI), indicates that user reviews and ratings play a key role in encouraging interaction and influencing consumer behaviour.
An effective user generated content strategy can help with self-booking tool adoption and proves to drive traffic to both online and offline channels. Content generated by users can also help optimise organic search results for TMCs and is viewed as more engaging by consumers. With relevant reviews and ratings, they are more likely to convert and to purchase higher value travel offerings.
Amadeus is already well positioned to support TMCs and corporations in taking advantage of travel reviews and ratings through Amadeus e-Travel Management. The corporate booking tool is now enhanced with Amadeus Trusted Reviews to improve the search process and to influence traveller purchasing behaviour. And, unlike most travel review websites, these reviews are based on travellers who actually stayed at the hotel and are therefore much more accurate and reliable. Initially, trusted hotel reviews will be integrated, followed by air reviews in the future.