is the catchy headline of this MarketingSherpa: Exclusive about a by now well covered subject. The results reported in this survey, which was conducted by an event service are one more strong argument – if anyone still needed one! – for taking user reviews and comments seriously.
This particular study wasn’t conducted in the travel industry but in entertainment, which isn’t that far removed as both deal with marketing a service vs. a product that can be touched, examined and eventually returned if not satisfactory so the results should have validity.
What’s particularly evident is the increasing gap between the influence of professional expert’s / critic’s opinions expressed in the traditional media and that of the general public. Despite the criticism of “amateur journalists” by these same experts who feel threatened in their status as leaders and shapers of opinion, it seems the believability of the “wisdom of crowds” is on the rise.