It’s an axiom all of us have burned in our brains: “Word of mouth is the best form of advertising.” Getting someone to recommend our products and/or our services remains one of business’s most holy quests – particularly in the tourism and meetings industries where the competition is so intense.
Until recently, activating that word of mouth or unleashing the voice of the customer was cumbersome and expensive. For years, tourism and meetings/events space buyers and sellers have effectively activated word of mouth at tradeshows and industry events, discretely networking with each other to get the inside scoop on the latest hot…and not-so-hot places, service-providers and spaces. In fact, decades ago I recall a survey from a major industry event that identified “candid conversations with peers” as the second most valuable reason to attend the event.
Enter the community review digital platform. Consider TripAdvisor: Between 2000 and 2012 there were 100 million reviews posted. As a result of an integration with Facebook in 2013, another 50 million reviews were added last year alone! And if that hasn’t got your attention TripAdvisor is now seeing 260 million unique visitors… per month! One can challenge the validity/credibility of some of the reviews but when over a quarter of a billion people are checking out reviews monthly on TripAdvisor alone, there’s some serious cred in play that fill a significant consumer traveler need. And for DMO’s consider these user stats from a 2013 PhoCusWright survey of 12,225 respondents:
- 77 % usually or always reference TripAdvisor reviews before selecting a hotel.
- 50 % usually or always reference TripAdvisor reviews before selecting a restaurant.
- 44 % usually or always reference TripAdvisor reviews before selecting an attraction.
While TripAdvisor is a leisure-focused consumer experience site, I’ve heard from meeting/event professionals and business event attendees that they will typically check out TripAdvisor as part of their destination/venue/vendor due diligence. They are also quick to point out that because the reviews are not specifically for the meetings/events experience, they do not carry as much weight as a recommendation from a professional colleague or peer.
Which begs the question: why isn’t there a community review platform specifically for the meetings and events experience? (I fully realize that there are several meetings industry sites/platforms that have a review component or function. What I am exploring is a community platform similar to TripAdvisor or Yelp!.)
I’m envisioning a digital community where planners, their attendees and exhibitors (if applicable) come to seek feedback/guidance, post and consider reviews of specific destinations, venues, services and events (e.g. tradeshows and exhibitions) etc. I’ve not thought much about the business model but for some digital businesses that’s a very fluid element.
I have asked meeting professionals this question for years and I always receive the same two answers:
- “I wish we had one specifically for meetings and business event experiences.”; and
- “I don’t want to burn any personal supplier-partner relationships so I won’t participate.”
Hmmm…let’s unpack these answers:
- Clearly there is a need. In private conversations, in client advisory board sessions and in focus groups, planners admit to checking out TripAdvisor and other service-provider review platforms in the course of doing their jobs. If they don’t, they know full well that their bosses, attendees and clients are. But they are also quick to point out that they have to hunt through the reviews to try and find one from a meeting/convention attendee. And while few, if any, planner reviews exist on these sites, I am aware of some private, invite-only social media group spaces where conversations take place about key meetings industry venues and suppliers.
- The “sharing is caring” ethos in the age of transparency seems to take a back seat to planner personal relationships at the moment. And this is a significant barrier to effective content generation (i.e. reviews). As a boomer I know the value of personal relationships in determining my business partners and clients. I also expect that they will be direct: sharing the good and also the opportunities for improvement with their peers exactly the same way they would share them with me. I also know that for many millennials, providing a review is almost a social obligation to their peer group.
The question then becomes: Is it merely a matter of time before the needs of the many (or the attention of a TripAdvisor or a Yelp!) outweigh the personal relationships of the few and a community review platform for the meetings industry gets developed?
Let’s see what the future holds…
We couldn’t agree more. The meetings and events industry is prime for a reputation layer and review platform. I would be happy to chat more, as we are very close!
Excellent Stuff. Stay on it. Big D in August.
Sent from my iPhone
I’ve always thought this was a great idea, but previous attempts never really caught on for some reason (here’s a rundown I did last year of a few of these meetings-specific review sites we had written up in the past: http://bit.ly/1tkb2Bj). I think part of the challenge is getting a critical mass of reviews for any particular hotel, given the smaller universe of meeting planners (vs. general traveling public). Maybe the time now is right?
Thanks Sue. I completely agree its about a lack of content getting the platform to critical mass of usability. This is mentioned in your fab article and also in the comments about the apparent reluctance of meeting professionals to post anything but stellar reviews fearing retribution otherwise. I just don’t get that at all. If I was the General Manager or the business owner, I’d thank the planner or the delegate for taking the time to share their candid feedback in helping my business improve. Isn’t that what leadership is all about?
I do feel that this is all about to change as I know of many recently graduated event professionals for which posting reviews (be it a restaurant meal, a hotel room or a car repair experience) is part of being a digital native.
For the same reason MPI didn’t do it when you were there. Suppliers are risk averse to creating a platform that could potentially cost them business. Since suppliers fund the associations and (often the online planner services) there isn’t a fiscal incentive for anyone who can reach critical mass to create it. I suggested this years ago, leverage the membership of MPI with peer reviews to allow better sourcing and everyone I brought it up to said the same thing – suppliers would be against it. ( The irony of course, is that we are already having these conversations without the property or service having a chance to respond. )
Here is a great example of why ‘Meetings Industry Review Sites’ are needed. This hotel had a clause in its contract that said it would charge its client ‘$500 for every bad review one of its guests posted online’. In the end they got what they didn’t want…http://econ.st/1qYsQkD. Personally, I welcome any kind of review/feedback. If I don’t know what’s wrong I can’t fix it. Learn from it. Make it better. Help the person who took time (time and another life are two things we cannot get more of) out of their busy schedule to post their thoughts, experience etc. Wish folks would stop thinking that reviews/feedback are a bad thing. They are not. They are opportunities. Opportunities to build relationships and drive sustainable safe-growth. Living in a vacuum serves no one in the end. Especially in a connected and sharing economy.