Picked this up off the newswire....Content Key To Capturing Guest Attention. The article describes the ever increasing importance of the quality of the message over quantity and method of distribution. But, this was actually my favorite part in reference to consumer generated content...
"While hotel companies cannot completely
control this content, travel buyers in many cases have made it part of
their travel purchase research habit."
"For some reason they believe it is better
[and more accurate] than marketing materials. If they can see someone
is writing a review, they believe that one because it comes from
Based on these comments, I fear hospitality marketers are still desperately hanging on to old habits...
1. We still believe we can control the message with spin.
2. "For Some Reason"...what? We still believe that our own marketing materials, and much of our publicity for that matter, are more accurate and believable than the advice of a neighbor, golf buddy or trusted travel agent.
The best way to control the message is to simply do a better job. Focus on the experience...not the spin. If you do good, the rest will take care of itself.