Expedia said it has upgraded the hotel reviews on its website.
Expedia said the review-writing process was streamlined, and that it now enables reviewers to post their own photos of certain destinations and target their reviews toward particular types of travelers, such as families or adventure seekers.
After spinning off review website TripAdvisor, Expedia launched an online feature that certifies some user reviews of hotels as having been “verified.”
Known as Expedia Verified Reviews, the feature is a clear attempt to counter skepticism about the veracity of user reviews on sites such as TripAdvisor and Yelp.
“Concern over review authenticity is certainly a controversial topic within the travel industry,” said Douglas Quinby, senior director of research at PhoCusWright. “But consumers continue to place a very high value on reviews in the decision-making process.”
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