When, where, why and how we make our purchase decisions is transforming dramatically, rapidly and permanently. At the heart of this change is again the digital revolution.

Online reviews are now the very center and source of information and inspiration that is driving consumer behaviour, consumer loyalty, and the entire purchasing process. I recently read that an estimated 90% of travellers seek reviews to check out a product or a business, and 89% say reviews directly influence their decision. I therefore wonder what is going on with the other 10%?

What I find of greatest value, and quite honestly has fascinated me, is that consumers now have power regarding not only what they buy, but also what others buy. Empowered by social networks and digital devices, consumers are increasingly dictating when, where and how they engage with brands. They have become both critics and creators, demanding a more personalised service and expecting to be given the opportunity to shape the products and services they consume.

The message is clear: Consumers today have been given a louder voice, and they expect it to be heard and listened to. They are increasingly willing to share their opinions and experiences with complete strangers. As a result, a new community of trust has evolved from this. In certain categories (restaurant or hotels for example) consumers are reluctant to buy without independent recommendations. This change is disrupting the traditional path to purchase.

This is why just over a year ago Trafalgar commissioned an independent online review company to source reviews from our guests about their experiences with Trafalgar. To ensure accuracy, only our past guests could write reviews. These are all published, unedited and un-curated and online for every trip we offer. Always, 100% real and transparent.

Today, with thousands of reviews collected, Trafalgar’s trips rate at a remarkable 97% guest satisfaction. In fact, the service we use, Feefo awarded us their Gold Medal for excellence. Our guests are enjoying having the opportunity to share their stories in an open format. It also ensures that as a brand we are able to amend opportunities in real-time and ensuring things are changed immediately when we do get it wrong. It is powerful, and it works.

Trafalgar has evolved our trips to take our guests deeper into a destination giving them richer experiences, bringing the gold threads of a destination alive. In being the tour industry disruptor, and having complete confidence in the experiences we give our guests, we have seen the opportunity of transparency and actively embrace online reviews.

We see and hear the voices of our guests as an opportunity to accelerate communicating this transformation, as these independent reviews are clearly bridging the gap between simple word-of-mouth to a viral form of feedback that can move virtual mountains for a business.

The importance of online reviews for businesses is truly mind-boggling; from increase of brand awareness to an overall increase of profit in the long run. Welcome to global travel’s brave new digital world. Trafalgar is, as always, excited to be guiding others, as we are directed by our guests.