So, it’s not just individual travellers taking notice of sites like TripAdvisor then! This from ehotelier.com

“TripAdvisor and similar user review websites now influence corporate decisions on hotels to the tune of £500m a year, according to research firm BDRC. In a BDRC survey of 1,000 business travellers, 28% said they actively seek advice on websites featuring consumer reviews; 46% were influenced in their hotel selection by consumer reviews, while 41% decided to change their original hotel choice after reading about other travellers’ experiences.

The influence of word of mouth recommendations – both on and off line – outweighs the star ratings offered by the AA and RAC and official ratings and advice from travel agents, the survey revealed. With 40% of respondents citing them as “very reliable”, personal recommendations were the most trusted source of information, followed by information supplied by the company business travellers were visiting (33%).”

The picture? The awesome Victoria Falls of course!