Back in October, Starwood Hotels started including guest reviews on its website and since then, Marriott has done the same. Now it seems that Hilton, Radisson and the world’s largest hotel group, InterContinental, will also feature guest reviews on their sites.
Though Starwood’s initiative to include its own proprietary tool for writing reviews and assigning ratings was new in the world of hotel groups, French hotel group Accor has been including Tripadvisor reviews on its website since 2010. This is also the route Four Seasons has taken, and Hilton may follow this path as well.
Hoteliers don’t seem particularly concerned about negative reviews. In an interview, Jean-Luc Chrétian, executive vice president of marketing and distribution for Accor Hotels, said that he believes that “guests trust results as a whole; they don’t take one or two bad results for granted.”