100 Years of Advancing Destinations

With online reviews critical to travelers, marketers adjust their approach

Wednesday, July 3, 2013

Travelers have always relied heavily on recommendations for trip inspiration and planning, and online review sites have made peer commentary much more visible and accessible. As this information becomes simultaneously more sophisticated and unwieldy, there are both opportunities and challenges for marketers, according to a new eMarketer report, "Traveler Reviews: Online Communities Reshape Marketing Strategies."