TripAdvisor has expanded its use of social media to give users more personalised travel advice.
The travel review site has added a "Friend of a Friend" feature that highlights reviews and opinions from friends of a user's Facebook friends.
TripAdvisor claimed that as a result, travellers were 10 times more likely to see personalised travel advice on its site.
"Travel advice from friends is incredibly useful, but your inner circle may not have all the answers on a particular hotel or destination you are researching," said Adam Medros, vice president of global product for TripAdvisor.
"The Friend of a Friend feature increases the probability of an even greater personalised TripAdvisor experience by highlighting opinions from a larger network of travellers that know the people you trust."
A quarter of TripAdvisor reviewers are connected to Facebook, each with an average of 190 people in their friend network.
From now on, when users research a hotel, restaurant or attraction they will see their friends' reviews first, followed by reviews of their friends' friends. They can also use the TripAdvisor private message service to ask anyone in the network for further advice.
Users can adjust their privacy settings on Facebook to limit what their Facebook friends can see on TripAdvisor or they can opt out.
Thursday, April 12, 2012