Study Finds Online Reviews A Powerful Tool

Do travel and other consumers use online reviews? Yes. Are they willing to pay more for high ratings? Yes. So says a recent study that found consumers were willing to pay at least 20% more for services receiving “excellent” or 5-star rating opposed to those receiving “good” or 4-star ratings. >>Full Story

Thoughts// Ok. If you’re already a subscriber to this blog, chances are you’re already drunk on the user-generated-social-media-web-2.o concoction Troy and I have been eagerly serving. But in case you happen to be someone who has never researched a trip online or purchased something on E-Bay and Amazon…YES it’s true! All the hoopla about user generated content and reviews maybe right after all.

According to a recent study conducted by the Kelsey Group, 25% of consumers reported using online reviews for a service delivered offline and a significant portion of these consumers subsequently “converted” by either eating at a restaurant or staying at a hotel. More importantly however, consumers are willing to pay 20% more for brands receiving extremely good reviews from like minded consumers. Again not a very big surprise. But as more destinations start building “fan” sites such as, and, this study is yet another validation that we’re on the right path. Now the challenge before us all is how do we sustain our communities?

Comment? @travel2dot0 or email.