The networking traveller: In mature markets, where the penetration of internet lifestyle has already reached the plus 70s, web reviews play an immensely high role.

In the old days, a tourist consulted the travel agency or read hotel reviews in the newspaper - today he clicks through hundreds of guest reviews in portals.

With more than 50 percent of all respondents in a recent survey of the German travel market, which was presented at the ITB 2013, the vast majority of tourists relying on such guest reviews. In most developed countries of the world, that may be similar.

For hoteliers the consequence can only mean: These reviews are the be-all and end-all - not only because of the social media effect: "Reviews are also good SEO for the hotel web site," says Benjamin Jost, CEO of the review-management provider "Trust You", world market leader in this field.

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