Tour operators look to TripAdvisor for user reviews | The Insight Files |

Even with the looming spectre of negative reviews, sites such as TripAdvisor and its competitors have tour operators looking for a platform to show off their reviews in a holistic way, which they say doesn't exist yet. Tour operators such as Trafalgar and Globus argue their products have numerous dimensions which make reviewing them on a platform like TripAdvisor nearly impossible. Travellers trust the TripAdvisor brand because they expect both positive and negative comments will show up, given the site's neutrality. Credibility likely decreases in travellers' minds as reviews move further away from neutral ground. To view the full article, click here.