It's no surprise that online reviews are an important part of the travel buying process. 95% of consumers read reviews before booking a trip - with leisure travellers checking out six to 20 reviews before booking, and business travellers looking at five. NB: This is a viewpoint from Kevin Mullaney, head of digital at Flagship Consulting.

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If Facebook are doing it - will Google and Microsoft jump in too?

last year

I agree with this article. The current review system is not contextual nor smart.

Facebook is obviously the best choice because they the most access to friends data. There used to be apps like Gogobot that used Facebook to create travel recommendations but they pivoted for some reason.

Perhaps it's not about friends recommendations but people who are similar to you or people you admire. I like the idea of going somewhere different to my friends...

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