Skip to main content

How OTA Brands Share Their Reviews

Reviews have always been an integral part of any major Online Travel Agency website. While their importance used to be underestimated, the opinions and summaries of guests’ stays provide invaluable information not only for the potential future guests considering a stay at the hotel but also for the hotel managers looking to improve their service. A review section is the first stop for any conscious traveler when they are searching for initial information.
OTAs are fully aware of this fact. Today, all the major OTA websites even allow you to filter the reviews by reviewer origin and travel type to show you the reviews that are the most relevant to you. To maintain this level of engagement of their visitors, various brands following the consolidation in the OTA industry brands have begun to share their reviews.
In this regard, the most prominent example is Expedia and its extensive network of sub-brands, which includes Orbitz, CheapTickets, Wotif and more. With the exception of Hotwire and Travelocity, the Expedia brands do not just share the same technical platform, but also their reviews. Thanks to this shared pool of reviews, the reviews section stay relevant as it increases the likelihood of having the most recent reviews at all times. However, for certain markets, the brands choose to display only their own reviews – as in the case of Wotif and the Australian market.

image03
Screenshot of a hotel’s review section on CheapTickets points to the true origin of the displayed reviews.

Expedia’s competitor The Priceline Group is not lacking behind either. Agoda.com is a great example, as they display Booking.com reviews on the hotel pages on their website. Moreover, there is a dedicated “Booking.com Reviews” tab to make the distinction clearer. The Priceline Group takes advantage of review sharing also on Kayak.com, where they display reviews from Agoda.com, Booking.com and Priceline.com as well.

image01
Agoda.com displays separate tabs for Agoda Reviews and Booking.com reviews.

image00
Kayak is another example of a Priceline website that displays reviews from affiliated brands.

We have observed similar practices in Indian OTA market. Travelers that book their hotel on MakeMyTrip.com can post a verified review there, that in turn also gets displayed on HolidayIQ with an additional ‘Booked on MakeMyTrip’ symbol. This partnership goes both ways, with MakeMyTrip displaying a tab dedicated to HolidayIQ reviews on their hotel pages (similarly to Agoda.com). With the recent merger of Goibibo and MakeMyTrip, we can also expect review sharing to happen between these two websites.

image02
HolidayIQ makes use of MakeMyTrip’s reviews to increase the integrity of the reviews section

As we can see, the practice of sharing the reviews is already very common in the OTA world, and will definitely become even more notable as time progresses. Which should not be surprising, when we take into account how much they influence the decision-making of potential customers. This is also the primary reason why TripAdvisor holds such a strong position in the market, despite its struggle to turn itself into a booking site.
OTAs that do not have their own reviews or participate in any sharing network can still make use of review data and review summaries. MakCorps offers a review data API that can be used for this exact purpose.

Comments

Popular posts from this blog

Cheat Sheets for AI, Neural Networks, Machine Learning, Deep Learning & Big Data

Over the past few months, I have been collecting AI cheat sheets. From time to time I share them with friends and colleagues and recently I have been getting asked a lot, so I decided to organize and share the entire collection. To make things more interesting and give context, I added descriptions and/or excerpts for each major topic. This is the most complete list and the Big-O is at the very end, enjoy… If you like this list, you can let me know here Neural Networks

Neural Networks Cheat Sheet Neural Networks Graphs

Neural Networks Graphs Cheat Sheet



Neural Network Cheat Sheet Ultimate Guide to Leveraging NLP & Machine Learning for your Chatbot
Code Snippets and Github Includedchatbotslife.com
Machine Learning Overview

Machine Learning Cheat Sheet
Machine Learning: Scikit-learn algorithm This machine learning cheat sheet will help you find the right estimator for the job which is the most difficult part. The flowchart will help you check the documentation and rough guide of …

This Is Exactly How You Should Train Yourself To Be Smarter [Infographic]

Design inspired by the Cognitive Bias Codex
View the high resolution version of the infographic by clicking here. Out of all the interventions we can do to make smarter decisions in our life and career, mastering the most useful and universal mental models is arguably the most important. Over the last few months, I’ve written about how many of the most successful self-made billionaire entrepreneurs like Ray Dalio, Elon Musk, and Charlie Munger swear by mental models… “Developing the habit of mastering the multiple models which underlie reality is the best thing you can do. “ — Charlie Munger “Those who understand more of them and understand them well [principles / mental models] know how to interact with the world more effectively than those who know fewer of them or know them less well. “ — Ray Dalio “It is important to view knowledge as sort of a semantic tree — make sure you understand the fundamental principles, i.e. the trunk and big branches, before you get into the leav…

Warren Buffett: “Really Successful People Say No To Almost Everything”

When I tell people that Warren Buffett follows the 5-Hour Rule and spends 80% of his time reading and thinking, they have an immediate and predictable reaction: “Well, he can do that because he’s Warren Buffett, one of the richest people in the world. I could never do that.” While this response may help people feel better about themselves, it certainly won’t make them smarter. Because the reality is: Buffett has spent most of his time reading and thinking since he was in grade school. Having more money or managing a large company doesn’t magically give you free time. Having free time is never the default. People don’t just fall into huge blocks of free time unless they retire. Rather, free time is the result of strategy. It’s the result of looking at time differently. Curious about Buffett’s unique strategies, I’ve read several books about him, read most of his annual letters to stockholders, and watched nearly all of his interviews. And make no mistake about it… behind Buffett’s jovia…