Case | HBS Case Collection | December 2013

Managing Online Reviews on TripAdvisor

by Thales Teixeira and Leora Kornfeld

Abstract

In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and write reviews on TripAdvisor, largely as a means of informing other consumers about their personal experiences, but also to praise or complain to hotels about their experiences. In response, hotels were investing more time and marketing budget on managing the quantity, quality and location of online reviews, with particular attention paid to TripAdvisor.

Keywords: digital marketing; online word-of-mouth; online reviews; hotels; travel industry; Online Technology; Marketing Communications; Marketing Reference Programs; Online Advertising; Customer Satisfaction; Accommodations Industry; Travel Industry;

Citation:

Teixeira, Thales, and Leora Kornfeld. "Managing Online Reviews on TripAdvisor." Harvard Business School Case 514-071, December 2013.