In 2008, 72% of travelers compared by visiting more than one site when planning a trip, that's up from 57% a year ago. The more tech-savvy consumers become, the more research they do to find out if reputation equals reality.

In a very real way, reputation is forged in dialogue with web consumers, not by advertising or pretty photos. A hotel's image is debated in word of mouse, today's virtual replacement for word of mouth. Traveler reviews are the popular new guest comment card. In 2007, only 27% consulted traveler reviews. That figure grew to 42% in 2008 and is expected to continue growing.

If your hotel is going to be successful, time must be your friend. The Avalon BUZZ Report© condenses hours of surfing into a 2 minute real time report. It gives you more time to manage reviews so you can increase the reservations stream and improve operations.