Online product and services reviews have shifted transaction influence from the provider to the consumer, rewarding companies who deliver excellent customer service and experience, and making life difficult for those who don’t. Within the travel industry, TripAdvisor delivers millions of customer judgements across travel providers, all of whom recognize the value in keeping in the customer’s good graces.
However, not all travel websites apply the lessons and value of customer reviews to themselves, certainly providing consumers with travel provider reviews but not necessarily reviews for their own role in the customer’s travel experience process.
