Wyndham Hotels is among the brands that have embraced social commerce and put reviews right on its site. According to Senior Vice President of Loyalty Marketing Robin Korman, the company is the first hotel
brand to have done so.During a panel discussion at Loyalty 360's Loyalty Expo 2012 Korman explained that Wyndam executives saw an opportunity to improve its customer experience by adding reviews from Trip Advisor to a selection of its properties' sites. The reality is that 85 percent of travelers check Trip Advisor before booking travel, Korman said, so offering the reviews right on the Wyndam sites helps customers make their travel decisions--even though the company might risk losing customers to competitors when those customers click through to the full reviews on Trip Advisors.
"It was a bold move," Korman said. But it was a successful one: Wyndam saw an increase in conversions after adding the reviews to its site. As a result, it's planning to roll the strategy out to its other brand sites. Additionally, the company hired a team of people to address issues posted on Trip Advisor.
"Customers are talking about you online," Korman said. "You can ignore that information or use it to your advantage."