Starwood Hotels and Resorts has started asking its guests to write reviews after staying at a hotel, on its own website.
According to research amongst members of Starwood’s hotel loyalty programme Preferred Guest, some 85% “find value” in consumer ratings and reviews on travel sites.
Rather than losing readers to online review sites such as Tripadvisor, Starwood has launched the capability to post reviews on its own site.
The hotel group claims it will allow negative reviews to sit alongside positive ones.
A guest’s comments on a property will sit on the individual hotel’s page on Starwood’s website.
Starwood said it will ensure the reviews are 100% authentic, by asking guests to enter their hotel reservation confirmation details before they are allowed to write any comments.
Chris Holdren, Starwood Preferred Guest’s SVP, said: “Starwood’s new ratings and reviews platform provides a valuable new way for guests to learn from the experiences of fellow travellers.”