The future of travel is personalisation. Reviews and online user generated content are increasingly important for travellers during the research process and when choosing a hotel. Findings show that given equal prices, travellers are 3.9 times more likely to choose a hotel with higher review scores. 76% of respondents also say that they would pay more for a hotel with higher average review scores. Click here to learn how personalising the travel search with structured review data leads to happier travellers.

Via Roland Schegg, Tourism Australia