Publications
Publications
- December 2013 (Revised March 2016)
- HBS Case Collection
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
Online Word-of-mouth; Online Reviews; Hotels; Internet and the Web; Marketing Communications; Marketing Reference Programs; Digital Marketing; 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. (Revised March 2016.)