Traveler reviews have become part of the daily dialogue of web travel shoppers. The architecture of participation that is a basic hallmark of web 2.0 has resulted in users adding value to a site each time they write a review or upload a photo. It’s no wonder that up to 84% of people visiting a site hosting consumer generated content (CGC) have their hotel choices affected by what they see. Millions of travelers log on daily and may experience a property through hotel generated photos and written text, but they find reviews and candid photography much more believable.
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