- User-generated content David VS Goliath: How your travel company can take back control from TripAdvisor TripAdvisor is the Google of the travel world – a vast behemoth you can’t afford to avoid. People used to go there for honest, unbiased reviews of hotels, restaurants, and activities by fellow travellers. Not anymore. The bigger it gets, the less trustworthy it gets. Remember what happened to Goliath, the giant that everyone thought […]