In an age of content overload, the travel industry is desperately searching for marketing strategies to reel in the coveted target group of millennials.

But instead of investing in risky social influencing techniques, the answer could lie in simply integrating reviews into a brand's website, said Torsten Sabel, COO of Customer Alliance GmbH, at Berlin's ITB Convention.

"Reviews are becoming an important decision making factor in the travel industry where you're selling a very intangible product," said Sabel. "We naturally seek out what others are saying about the product, the service and the whole travel experience."

Studies have shown that millennials have long lost trust in traditional advertising and instead swear by whatever their friends share on social media.

But while the social component plays a dominant role, the review effect is two-fold: Accommodation services and travel providers should also bolster their brand's website.

According to Sabel, being well-reviewed isn't enough to draw in millennials â€" legitimacy is reinforced through a company's website.

"They're going to the brand's website to see the additional benefits that they offer," said Sabel.

Attracting millennials ultimately comes down to communication through every step of the process: From reading that initial review to check-in.

"The pre-stay communication makes me feel welcome to your business," said Sabel. "Before I arrive, I want to be informed by you as a business â€" I want an email with recommendations about the best local restaurants."

But you shouldn't strive to stay on trend if it's not your style, as it could affect the overall integrity of the business, Sabel warns.

"Look at what is the perfect target group, and you will get more business and returns from that group."

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