In a nutshell the TripAdvisor Trip Friends Feature allows travelers to tap into Facebook and find friends that can offer advice about a specific destination and what they should see, do and definitely avoid while they’re there.
This feature means that, for us in the industry, TripAdvisor is now even more important and more relevant.
Before this feature users (or TripAdvisor community members) were reading reviews by individuals who weren’t friends but who had personally experienced the destination, restaurant, hotel, wine farm and more that the user was looking to experience.
Now imagine how powerful it would be if these people reviewing their experiences weren’t strangers. Imagine if the people advising you were your trusted friends.
CC attribution soylentgreen23 on Flickr
That’s incredibly powerful and, as I mentioned before, it makes TripAdvisor reviews even more relevant to the individual.
What this means is that, as a brand affected by TripAdvisor, you can no longer afford to bury your head in the sand.
CC attribution Learning Futures Festival 2010 on Flickr
You need to recognize TripAdvisor and work out how you going to harness its phenomenal power and leverage your brand off its incredible reach.