TripAdvisor reveals results for Hayes & Jarvis deal

Hayes & Jarvis online visitors are more likely to make a booking after reading a user generated review of a hotel property, figures from TripAdvisor have revealed.

The Expedia-owned hotel review giant said 20% of visitors to a hotel landing page had clicked on reader reviews and the number of users which then went on to make a booking after reading a review was double that of those who did not.

TripAdvisor brand distribution director Nathan Clapton said the data from the recent content partnerships indicated that a review “not only benefits the consumer but also drives conversions for travel companies”.

The performance data for long-haul specialist H&J is being released six months into its partnership – the first such deal with a tour operator.

Clapton said a similar deal with Thomson – launched in September 2007 – is “going well” although accurate trend data will not be available for a few more months.

The TripAdvisor RSS feeds are being used by around 50 small hotel chains and were “warmly received” by the industry following the launch in early-2007, Clapton added.

Hayes & Jarvis head of e-commerce and publishing, Tim Clarke, said: “We believe that TripAdvisor reviews and ratings are a trusted and very current resource that helps our consumers make decisions on their holiday choices.”

“Having unedited user-generated content on our site reinforces our relationship with our customers by fostering the feeling of trust we’ve established.”

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