Boo.com resurrects as travel site.<< Matching Price and Promotion Across Channels | Main | Dot Calm? >> Pfreemanevans | May 03, 2007, 04:43 PM I can't quite understand why one would bring back a brand name that is synonymous with crash in the travel arena no less. But having said that, the new Boo is trying to bring user generated content to bear on the online hotel-booking arena. As my colleague, Diane Clarkson, points out in her report: Travel Consumer-Created Content: Employing Online Reviews and Recommendations to Enhance Relevancy travel sites offering consumer reviews of hotel properties have been around for quite some time yet only garnered about 5% traffic from online travel buyers. The new Boo.com offers direct booking in addition to user reviews, which is a convenience, but generally these sites tend to remain of niche appeal. Perhaps that will be fine for Boo.com redux, thus they avoid the massive flameout the original operators experienced. |
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