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Starwood Launches Online Ratings and ReviewsOctober 24, 2011 By: George Dooley Travel Agent
Starwood Hotels & Resorts Worldwide, Inc. has announced a new place for travelers to get unbiased hotel ratings and reviews – its own websites. Recognizing that in the digital information age travelers research hotels differently, Starwood has invited guests to contribute ratings and reviews directly on its hotel websites.
In a recent survey, nearly 85 percent of Starwood Preferred Guest members said they find value in consumer ratings and reviews on travel sites. Starwood is making it easier for consumers to find the information they crave with reviews displayed directly on the hotel page they are viewing.
The open forum gives travelers a place to share and search for genuine hotel reviews – both the positive and the negative – so they can plan their ideal hotel stay. Taking authenticity a step further, Starwood is also making sure all comments are from guests who actually stayed at the hotel. Reviews are verified by a hotel reservation confirmation.
“Our goal is to provide everything a guest needs to select and book their best hotel experience and there’s no better place to offer this information than on our own websites,” said Chris Holdren, senior vice president, Starwood Preferred Guest. “Starwood’s new ratings and reviews platform provides a valuable new way for guests to learn from the experiences of fellow travelers.”
Starwood says it believes the key to building deeper relationships with its most loyal guests is through access to honest and transparent information. Guests can now post ratings and reviews based on a variety of criteria including: Overall Rating, Room Comfort, Staff Met My Needs, Room Cleanliness and SPG Recognition.
Helping to create a more personalized experience, guests can also filter review content to see the information that is most relevant to them including: Star Rating, Purpose of Travel, Frequency of Travel, SPG Level, Above/Met Expectations and Below Expectations. Reviews can also be shared through social media channels, including both personal and property Facebook pages.
“With the launch of Ratings & Reviews, Starwood is showing a true commitment to embracing the authentic voice of their customers,” said Erin Mulligan Nelson, Bazaarvoice CMO. “We’re proud to work with them as they continue to lead the way for the travel industry.”