DESPITE being surrounded by a huge collection of glossy marketing brochures and guidebooks, TripAdvisor Inc’s president and CEO, Stephen Kaufer recalls how difficult it was choose the right hotel for his holiday in Mexico.
The assortment of literature informed him of the various facilities each hotel had to offer, but there was no way he could know for sure whether a particular accommodation was really as good as it claimed to be.
Frustrated, Kaufer decided to take his search online, hoping to find some helpful third party opinions which could help him in his decision.
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