Guest post by TrustYou:

The impact of user generated content (e.g. user reviews) on consumer decisions has gained extraordinary importance over the last few years. There are more than 100 million travel reviews with 10,000 new reviews added every day. But the content is unstructured and no travel company has been successful in analyzing and organizing reviews in a way that is easily sorted for users.

Maybe we’re a bunch of neat freaks here at TrustYou (insert your favorite German efficiency joke here) but we want to organize the Web for the benefit of travel providers and travelers alike. We’ve done this by harnessing the power of semantic search to analyze hundreds of millions of unstructured UGC in a way that is more powerful than even Google’s algorithms.

TrustYou’s semantic search technology builds on more than 30 years of university research to analyze millions of reviews and postings from over 60 websites including travel sites like TripAdvisor, Booking.com, Opodo, TravelPost, and social media communities such as Twitter, Facebook and Google Blogs. The semantic technology analyzes reviews by the sequence of keywords and is able to understand the context and thus organize the data by sentiment (positive, neutral, negative) and category (room, service, food, amenities, etc).

TrustYou’s technology is applied to two B2B products launching to US travel companies in September and a consumer site launching later this year:

1. TrustYou Analytics is a reputation management tool designed to help hoteliers monitor and manage their brand across thousands of websites and several languages. We’ll provide the search, analysis, reports and even assist you in the response.
2. TrustYou Semantics provides travel sites with an edge over Google search results which often provide irrelevant links and outdated information. TrustYou can analyze a site’s unstructured content and organize the content into easy-to-read summaries so travelers can quickly sort and filter through thousands of hotels and millions of reviews based on their personal preferences.
3. Trustyou.com will eventually launch as a powerful metasearch site for hotel reviews but today the site is more of a sandbox to showcase TrustYou’s semantic technology.

With traditional search engines like Google entering the travel space, it is about time for traditional travel players to rethink their current search approach. It is more important than ever to provide a truly unique value proposition so consumers will bypass Google and come directly to your site to research and purchase.

We look forward to demonstrating how semantic technology can improve your business.

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