The U.S. Tour Operators Association (USTOA) has launched a tour-package
search on its website, and some of the packages have customer reviews.
USTOA announced its decision to begin featuring tour
operator reviews on its website last December
at its annual conference in Chicago.
The platform is powered by tour search site Tripwing and can
be found on the USTOA.com homepage via the search tool entitled "Find Your
Dream Vacation." When a destination is entered, the results will pull up a
list of relevant tour products offered by active USTOA members along with any
available reviews.
Reviews are indicated by stars listed under the itinerary.
The five-star scale may or may not be accompanied by a written review.
Reviews are currently submitted in one of two ways. If a
review platform is already in place on the active member's website, then those
reviews are populated to USTOA.com. If an active member does not already have
an online review platform, a system has been built so that tour operators can
send a link to their guests after their trip to write a review for USTOA.com.
The site currently features some 7,000 tour reviews of
products offered by USTOA members, including from Cosmos, Goway, VBT Bicycling
and Walking Vacations, and Alexander+Roberts. All USTOA tour operator members
now have the opportunity to submit consumer reviews to USTOA.com.
Currently, the website does not allow consumers to post
reviews directly to it, something USTOA said it is hoping they will eventually
be able to do. "The goal right now is to grow the database of consumer
reviews and increase the number of tour operators participating," USTOA
said.
The move is USTOA's attempt to fill what had been a void in
the online review space. With TripAdvisor not providing a tours/packages
category, customers and travel agents searching for reviews of tour products
have been left with a patchwork of reviews featured on tour operators' own
sites, online chat forums and social media feeds.
"There is no disputing the value and influence
impartial online reviews play in the decision-making process for many consumers,
and there was a real need for more tour operator representation in this space,"
Terry Dale, USTOA's president and CEO, said in a statement.
The new review platform is part of an overhaul of the USTOA
website, which Dale said he hopes will allow for easier navigation and ultimately
provide agents and travelers with vacation inspiration.