Thomas Cook just signed an agreement to add TripAdvisor content to its travel pages. It already publishes reviews by customers who have used Thomas Cook to book travel plans, allowing potential buyers to read what others say before they make a buying decision. This is only the latest indication that the voice of the customer is steadily gaining power and influence.
TripAdvisor is one of many "review" sites popping up to bring consumer views to public attention. Cruise Critic is another example, featuring candid reviews of cruise holidays around the world. Media outlets such as the Telegraph now go beyond professional reviews to offer blogs and discussions about travel destinations and activities. The result: more informed buyers, and more trust in marketers that encourage and post reviews.
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Companion blog to the textbook by Marian Burk Wood includes links to resources for marketing planning
Current edition
Updated list of links
About the Author
- Marian B. Wood
- After holding executive positions in corporate and non-profit marketing with Citibank, JPMorgan Chase, and the National Retail Federation, I became a textbook author at the dawn of the Internet age. Pearson Education publishes my college textbook, 'Essential Guide to Marketing Planning.'
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