User generated content covers a wide range of applications, including problem processing, news, gossip, reviews and research that are accessible to the general public.

Tourism operators should monitor, manage and grow their online reviews.

TripAdvisor ( is the most popular online review site in the world and a basic listing is free.

Managing customer reviews is imperative in order not only to improve, but also to lift, your business’ reputation. If you turn a blind eye, you risk losing business.

The implication for you as a tourism operator is that all this user-generated content is being indexed by search engines. Consequently, people searching for you online have a very large chance of finding these reviews as well. Staying passive is therefore not an option. The only solution is to embrace this user-generated content and turn it to your advantage.