Each and every business is impacted by the Internet and the travel industry is especially susceptible given the rising number of consumers who book travel online. Instead of calling a travel agency by phone, most consumers are using the Internet to research flight deals via ratings, reviews, and social media sites. Without an online reputation management plan in place, your company may lose in this competitive market.
Whereas consumers have an increased level of access to online resources to make better purchasing decisions, companies like travel agencies experience a loss of control as they try to keep track of these sources and simultaneously dictate their brand’s image. Therefore, it is crucial for businesses to develop an online reputation management strategy to overcome this obstacle. According to eMarketer, there will be approximately 117.6 million online travel researchers and 98.3 million online travel bookers in the U.S. next year. Moreover, take a look at what actual online resources U.S. active travelers use to book travel, per a study from Ypartnership and the Harrison Group conducted in February 2011:
While your company’s website is the main resource you have the most control over, that doesn’t mean your online reputation management plan ends there. Either the marketing team in your business and/or an outside marketing firm should take the responsibility to monitor your online reputation. It only takes one bad review to deter a consumer from purchasing from you; so it’s up to you to take charge.
How does your company manage its online reputation? Do you take control of this process in house or outside your company?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
For more insight from eMarketer, go to http://www.emarketer.com/Article.aspx?R=1008706&ecid=a6506033675d47f881651943c21c5ed4