Consumers who participate in travel sites that offer user generated content want suppliers to interact with them.

Compete, Inc. today announced findings from its latest study, “Consumer Generated Content in Travel”, which finds that a majority of consumers support a brand responding to consumer generated reviews. Travelers are increasingly turning to their peers as a valued research source and encourage travel marketers to join them in this dialogue.

So you hotels, attractions, restaurants and other suppliers out there: your customers - and potential customers want to hear from you!

Give them what they want, because a lot of money is at stake:

Compete estimates that consumer generated content (CGC) influences over $10 billion a year in online travel. With consumers finding CGC more credible than they do professional reviews or information from travel companies, CGC has emerged as a critical source of travel information.

More on the study at Hotelmarketing.com.

This entry was posted on Tuesday, May 1st, 2007 at 1:32 pm and is filed under Industry Observations. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.