The battle lines are being drawn by companies vying to be the new TripAdvisor, including two new British start-ups that are trying to knock the user-generated review site off the top spot
According to Google, the average holiday decision involves a whopping 50 searches on the internet over 2.5 hours. Here in the UK, four out of five of travel purchases are made online – the highest figure for any country in the world.
The main problem for those vying to be TripAdvisor 2.0 is the battle for online visitors – managing to survive as a new website until a critical mass of reviews has been achieved, and enough social buzz to make them successful.
