Starwood, Marriott and Four Seasons have all launched customer reviews on their websites since October 2011 and others are planning to do the same.
Hilton Worldwide will add customer reviews by the end of this year, according to Chuck Sullivan, senior vice president of global online services.
Holiday Inn parent, InterContinental Hotels Group, will test “verified customer reviews on all of our consumer-facing websites early this year,” states Michael Menis, IHG marketing vice president.
Radisson parent, Carlson, is evaluating options for customer reviews on its brand websites, spokeswoman Joan Cronson says.
Hilton hasn’t decided whether to let customers post reviews on its website, similar to Starwood and Marriott, or to incorporate them from a third party site like TripAdvisor, which is what Four Seasons has chosen to do.
Other hotels are of the opinion that customers will put more faith in reviews where it is certain that the writer has actually stayed at the hotel in question — unlike the reviews on TripAdvisor, which cannot be verified.
TripAdvisor has come under increasing criticism during the last two years, with numerous accusations that reviews have been be faked by owners, or written with malicious intent, or posted by a competitor out to damage the reputation of another hotel.