Social Media Reviews Can Help Crack New Hospitality Markets in China and Beyond

Geoffrey Ryskamp | March 19, 2018

By Geoffrey Ryskamp Over the last decade, social media reviews have transformed from a minor element of brand monitoring to a significant indicator of consumer perception. The social media landscape for hospitality has changed dramatically in recent years: hotel social reviews have grown 20 times since the start of the decade, and in the last ten years, many new online review sites have emerged globally. In addition to Booking.com, TripAdvisor and Google--which account for more than 80 percent of hotel social reviews--China's largest online travel agency and review site Ctrip is now a major global player, achieving 16x growth betwee...