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Trend: add customer reviews to your website

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Top hotel chain adds links to TripAdvisor reviews to website

It’s not new to say that increasing numbers of hotels guests are posting online reviews, both positive and negative, on sites such as TripAdvisor. One recent review of the Best Western property in Eagle Rock, USA, began: “Very poor quality, will never stay here again.” What’s new and surprising is that this review is visible on a link found on the hotel’s own website. Best Western International, one of the world’s biggest hotel chains, recently launched a redesigned website that includes links to guest reviews on TripAdvisor.
The move appears to signal a new trend. Starwood Hotels & Resorts Worldwide encourages guests to post their reviews on travel websites. And Wyndham Hotel Group has started to include TripAdvisor reviews on its reward program site. These hotel companies risk losing potential customers due to poor reviews. But they can also benefit – gaining loyalty and respect through transparency.
“Most of the reviews we see out there are positive,” Michael Morton, vice president of member services at Best Western, explains. “If negative reviews come up, we respond. It’s another way for our hotels to show our priorities.”
Los Angeles Times
[pictured: Best Western Plus Eagle Rock Inn; courtesy Best Western]

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