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How to increase reviews for your travel brand: Five takeaways

[fa icon="calendar'] 11/11/16 12:11 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, travel marketing, travel reviews, airbnb, influencer marketing, UGC

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This week Qube Media ran the latest of our events on advocate and influencer marketing in London looking specifically at the travel space and how travel reviews are a must-win area for brands.

Using Airbnb as a case study we examined how the travel review space has evolved, how brands can generate more positive word-of-mouth from advocates and influencers, and how brands can win this digital marketing battle in 2017.

This is clearly an exciting and fast-moving space, which generated a lot of discussion. Below are five key takeaways to help you get the competitive edge in 2017.

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Travel reviews: A Must-Win Space for Brands

[fa icon="calendar'] 04/11/16 11:45 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, travel marketing, travel reviews

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The travel review space has exploded in recent years and brands taking advantage are stealing market share rapidly, while brands which are not top of mind when customers search for holidays are losing business quickly.

Customers used to have a much smaller circle of influencers to guide their holiday choices: travel agents, national and regional media, TV shows such as Wish You Were Here? or Which? Magazine. As well as their friends, family and peers, of course. That small group of influencers now seems a long time way away.

While TV, radio and media remain important, word-of-mouth influence has blossomed with the advent of sites from Expedia, Booking.com and Tripadvisor to Trustpilot, Feefo and Reevoo. Customers can access reviews from sites as far ranging as Mumsnet to travel trade sites such as the Association of Independent Tour Operators (AITO).

And travel companies can find out a lot more about their customers as well. Review site software such as Bazaarvoice has meant online travel operators can now host reviews, answer queries in reviews and gain valuable insight into customer behaviour.

The biggest game-changer of them all though is the rise of social media, which has allowed word-of-mouth to explode in the travel space through channels such as Facebook, Twitter and Instagram.

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