Yelp pushed their ads real hard on local businesses, just like TripAdvisor does today with hotels. User-generated (free) content fueled the massive growth of the website and led them into a 2010 IPO. As was the case with many review websites, the best intentions did not lead to the best outcomes. PayPal has produced more billionaire founders than any other company. Yelp was started in 2004 by ex-PayPal employees Jeremy Stoppelman and Russel Simmons (not Def Jam). Looking at where Yelp stands today is a window into how things might play out for TripAdvisor in the not-so-distant future. Let's Talk About Yelp, Babyīefore trying to understand the impact of the new and improved Google Reviews on TripAdvisor, let's talk about the other hyper-local-focused review platform… you know, the one that inspired a South Park Episode. Meanwhile, Google with its "of course, we can do it better" mantra has beefed up its own review platform, which is fully integrated into its existing search and maps empire. TripAdvisor dominates the conversation to such a large extent that I felt the need to write a 3500-word article about how to curb your hotel's obsession with TripAdvisor. This sorting process can be extremely frustrating, especially on websites like TripAdvisor where everything is controlled by an almighty "secret algorithm." Still, hotels and inns have been under the TripAdvisor spell for a while now. However, placing this much trust in reviews requires the user to be able to filter real reviews from fake ones. Online reviews left by strangers have become almost as trusted as personal recommendations. ![]() Since hotels, inns and B&Bs are a 100% location-driven business, this change directly impacts both their revenue and branding. ![]() Quietly but surely, Google Reviews has been expanding their online review market share for brick and mortar businesses. An interesting trend has been brewing in the travel business.
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