Why Reviews & Content Matter in Travel Marketing


A few days ago, I received a notification from TripAdvisor on being listed in the Top 15 % most popular reviewer. I was elated to have reached out to more than 11,000 readers for contributing to the reviews on TripAdvisor.

Being an avid traveller, I like to share my experiences through my social posts, reviews and content that would help the community and readers in their travel journeys. When I started out travelling solo in 2003, there were no social media platforms such as Facebook, Instagram, or YouTube. The word of mouth and travel experiences by friends became the influential factor for me to make the decision to pack my bags and travel the world to Europe by myself.

Through first-hand experience, I was able to immerse myself into the different sights and sounds of culture, architecture, and people. Fast forward to 2013, I travelled solo to Turkey but with the intention to capture the exotic locations and unique culture.

I posted my reviews and generate content on both TripAdvisor and Tripoto platforms to convey my experiences to the community. Inadvertently, it spurred an interest to produce content that generates awareness and publicity for the countries I’ve visited. I felt compelled to help the travel community by connecting them with visuals, tips, and guides that would help them in their travel journey. There has been a strong influx of readers and audience who read online travel reviews or watch vlogs on YouTube.

According to statistics, travellers take the time reading up to 10 reviews on TripAdvisor before deciding on their next travel journey. Benefits of ratings and reviews establish more trust in the travel agency or hotel. It also improves the conversion rates for hotel bookings and expands the customer base.

I am proud to accomplish more than 6,000 to 15,000 views on my travel channel in Tripoto. In addition, I have unveiled my YouTube channel, A Thousand Miles, which combines vlogging, travel experiences, and storytelling. Being part of the community is a win-win situation where you can share your experiences and inspire others to make that travel experience a reality.

Having a user-generated content via social media and digital platforms provide an authentic reach to the target audience. It also drives engagement and shares as well as helping brands amplify their reach through influencer or promotional tactics. Overall, I definitely see this as a holistic approach that benefits the brand, community and influencer which enhances the community’s travel experiences and helping companies grow their brands.