Travel websites: David vs two Goliaths


Service poor, view disappointing

“BREAKFAST is nasty, the rooms are nasty.” So complained a reviewer of an Oregon guesthouse earlier this year. There is nothing unusual in that: all hotels must deal with the odd disgruntled guest. This critique, though, appeared on TripAdvisor, a travel-review website. When the correspondent went on to document drunken housekeepers and licentious receptionists, the owners sued him. It was more than a point of pride. What customers say on TripAdvisor can make or break hotels. Around 260m people visit the site each month to read some of the 125m reviews.The firm makes money by displaying prices from online travel-agents (OTAs) alongside its reviews, and then charging those agents each time a customer clicks through. It is such a good example of a network effect that it is the subject of a Harvard Business School (HBS) case study. The more users post reviews, the more useful the site is to those about to book a holiday. This makes it more important to hotels and travel agents, who offer better deals. This results in more traffic—and more reviews—closing the virtuous circle. Last year TripAdvisor…

Link to article: www.economist.com/news/business/21611100-tripadvisor-could-challenge-big-two-providers-online-travel-services-david-vs-two?fsrc=rss|bus

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