The Spanish Online Travel & Entertainment Broker “ATRAPALO” has opened a blog to let their customers express their opinions on their lived experiences with Atrapalo’s products. According to Atrapalo’s executives, one of the main key success factors of the company is the great deal of feedback they have from their customers, who always have the chance to comment on their experiences with hotels, flights, restaurants or shows. They do not have a Quality control department, but their clients give them feedback on what products and suppliers are worth dealing with.

In the case of the most purchased products which also have a high percentage of reviews, this is for sure a reliable source of information to assess the product’s quality. However, so long as the review is free and not mandatory, the average result of the reviews may not be the same as that of survey carried out on a representative sample chosen at random. Here it is important to assess if there is a typical bias from the result obtained through the free reviews to the one obtained following the quantitative research techniques, so as to assess appropriately the value of these results.

This technique leaves however many questions unanswered: how many reviews do you consider necessary to have a valid assessment on a product, in relation to the product sales? How do you assess the least sold –least tried- products’ quality which have very few or no reviews? Do you consider the case of corrupted practices in which some “product dealer friends” would write exaggerated reviews on the experience, pretending it was much better than it really was?

Furthermore, beyond reviews on product quality, why do you think that operators do not encourage clients to bring in ideas on how to make their products better or ideas about new products?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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