Feefo, the world's most trusted ratings and reviews platform spoke about the power of Customer Reviews at the GADM #Travel event on 20th January 2016 at the Washington Mayfair Hotel, London.

1. The Power of Customer
Reviews in Travel
20th January 2015
James Perrin
#GADMTravel

2. The Digital Word of Mouth
How Much?
£750m £2.5bn £14.4bn

3. The Digital Word of Mouth
£14.4bn
Source: CMA - Online Reviews and Endorsements

4. 93%
The Digital Word of Mouth
Source: Trip Barometer
of travellers say their
booking decisions are
impacted by online
reviews

5. The Digital Word of Mouth
70%
expect to be able to
feedback on their
experience
Source: BrightLocal Consumer Report

6. The Digital Word of Mouth
88%trust online reviews as
much as personal
recommendations
Source: BrightLocal Consumer Report

7. How many reviews on TripAdvisor?

8. Source: TripAdvisor
220 million reviews

9. But the problem is…

10. Source: Yelp.com

12. Source: TheGuardian.com
Amazon sues 1,000 'fake reviewers'

13. James Kay
TripAdvisor Spokesperson
We have a team of over 300
content specialists using
sophisticated tools and
techniques, including best
practices from industries such as
banking, to catch fraud.’

14. A better, simpler
solution?

16. Open vs Closed Platform – At a Glance
Open Closed
Anyone can leave a review:
Tom, Dick and Harry
Only customers that have made a
transaction are invited to leave a
review
Non verified' reviews can not be
sent to Google
Reviews are 100% Trusted and
Genuine
Verification Process is a lengthy
and arduous process for the
customer
All reviews are verified and sent to
Google

17. How can genuine
reviews be used

18. Case Study: Monarch Airlines

19. Case Study: Monarch Airlines
Feefo has provided us with an
excellent source of customer insight
over the past 18 months; allowing us
to track and report on a monthly
basis to better understand
movements in negative feedback.
Ian Chambers, Head of Digital &
Marketing at Monarch Airlines

20. Case Study: Monarch Airlines
Adding the Feefo widget below the
basket summary created higher trust,
leading to:
3.01% uplift in revenue per visitor.
2.94% increase in total flight bookings.

21. Case Study: Expedia

22. Case Study: Expedia
The Feefo system is simple to use
and hugely effective, with the return on
our investment easy to see, even in such a
short time period.
Every day, thousands of people travel and
book with Expedia. We needed a suitable
partner to offer engagement and insight with our
customers.
Stuart Newman, Director of Customer Experience

23. Case Study: Expedia
During a 14 Day Trial, Expedia benefited from:
4,000% increase in review visibility in Google.
20% increase in AdWords Click through Rate (CTR).

24. Travel Reviews and
technology…

25. Visuals are processed 60,000x
faster in the brain than text.
90% of information transmitted
to the brain is visual.
Source: 3M Corporation

26. video now appears in 70% of the
top 100 search results listings
Source: Kissmetrics

27. Landing pages with video have up
to 8xmore conversion than the
same page without a video.
Source: Marketingexperiments.com

28. Source: Single Grain - Science of Video Engagement

29. 10xmore views than
brand-owned
content.
UGC videos get
Source: thismoment.com: UGC insights