as this study by Tamar, a UK based interactive agency shows. The stakes are certainly high, especially for suppliers. It's not surprising that consumers should react this way, after all a travel purchase is often a higher expense and more importantly the product can't be tried before consumption, unlike a TV, camera or DVD player. If you read a negative review of those, you can always visit a local store and get a first hand opinion and try the product out. Not possible with your one week hotel stay. All the more reason to get involved in the conversation about you in the marketplace.