People often look at online customer reviews when deciding on their travel plans. And many travelers are active users of TripAdvisor, which:

“is the world’s largest travel site, enabling travelers to unleash the potential of every trip. TripAdvisor offers advice from millions of travelers, with 500 million reviews and opinions covering 7 million accommodations, restaurants, and attractions, and a wide variety of travel choices and planning features — checking more than 200 Web sites to help travelers find and book today’s lowest hotel prices. TripAdvisor-branded sites make up the largest travel community in the world, reaching 390 million average unique monthly visitors in 49 markets worldwide. TripAdvisor: Know better. Book better. Go better.”

In this post, two videos are embedded: (1) How TripAdvisor reviews are compiled and vetted for source authenticity (to avoid phony reviews); and (2) The impact of online travel reviews on customer behavior.