Starwood has introduced a new feature to its websites that allows travellers to post and read authentic hotel reviews. The open forum gives travellers a place to share and search for genuine feedback, both the positive and the negative, so they can plan their trip.
Guests can now post ratings and reviews based on a variety of criteria such as room comfort, service, cleanliness and overall rating. To help personalise the way people use the site and access information, users can also filter review content by star rating, reasons for travel, frequency of travel and meeting expectations. To insure authenticity of the posts, guest reviews are verified by a hotel reservation confirmation.