Marketing communications strategy is being somewhat undermined by user generated content. In this TV show Satyan Joshi, Travel, Google explains why it is imperative to update website content.

Marketing communications strategy - Keep it fresh

With regards to their own website it’s keeping content fresh. I mean in terms of enticing users to go back and search and look at your website is just crucial. I mean 95% of browsing habit online is actually looking at content. It’s only about 5% of users are actual search. So it’s making sure the content is fresh, making sure that our own crawlers and other search engines’ crawlers are updating their own systems with their own content, and that becomes a part of it. And I think users are becoming more and more savvy now as well. There’s websites comparing official photos to how they compare against other websites as well. People want to see user generated content they can trust. To a certain extent people do still trust hoteliers content but they want to get other people opinions as well. The validation of seeing people’s own photographs which are uploaded compared to the airbrushed content which you can see sometimes is a huge part of that. The Hospitality Channel will continue to follow discussions around marketing communications strategy.