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Starwood Hotels Introduces Online Guest Reviews

Guests can now review W hotels and other Starwood properties online (Photo by hkpuipui99)

In a first for a hotel company of its size, Starwood Hotels—whose brands include Sheraton, Westin, Le Meridien and W Hotels—launched a guest review function on its websites last week that allows guests to post comments, both good and bad, about their stay. Reviews are publicly visible on each hotel’s website and can also be shared on Twitter and Facebook.

The news comes on the heels of recent hooplah about TripAdvisor reviews being, perhaps, not as trustworthy as promised, which may be one reason Starwood has decided to take matters into its own hands.

To write a review, you must have a reservation number or a Starwood Preferred Guest ID proving you’ve stayed at the hotel in the past 18 months, which should prevent slanderous or uninformed third-party reviews. Once a hotel has enough reviews, it will be awarded a rating of 1 to 5 stars.

Aside from screening for profanity, Starwood vows that it will publish all reviews as is.

As yet, the system hasn’t taken off—I couldn’t locate any reviews on a handful of Starwood hotel sites. So if you’ve stayed at a Starwood hotel recently, here’s your chance to get in on the ground floor.

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