This is a guest post by Samantha Scott, Content Director from Stride Travel, the world’s largest search & reviews site for tours and adventure trips..
“Hey let’s try that new restaurant - they say they’re great, and I trust them because they’re a business.” Said no one ever.
“Hey, my friend recommended this place, we should check it out.” Say a lot of people.
Humans are hardwired to take the word of their friends over that of a business entity, and nowhere is this propensity more obvious than the present day.
With the popularity of sites like Yelp and TripAdvisor, the word of the “common, regular, person” has become easier to find and is exponentially more powerful. What has been realized as these sources gain popularity, is that users value the third party aspect.