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Starwood Hotels to Put Reviews Right on Their Websites

October 21, 2011 at 11:16 AM | by | ()

The Nines in Portland

You know how when you go online shopping at Gap and Old Navy, you can immediately see reviews from other customers talking about the clothing (i.e. "I ordered a large and it fits like an extra large! Returned it right away!")? Well, that's soon what you are going to see at Starwood Hotels.

Hotel Check-In reports that Starwood will allow guests to write reviews directly on the hotel's website--as opposed to go to TripAdvisor and other review sites.

And not only is Starwood opening up their sites to reviews but after a property has accumulated enough reviews, the system will give it ratings-1 being the worst, 5 being the best--across several different categories.

To make the process uniform, Starwood created "rating categories" for the following areas: "Overall Rating," "Room Comfort," "Staff Met My Needs," "Room Cleanliness" and "SPG Recognition."

Guests will be able to filter content by "Star Rating," "Purpose of Travel," "Frequency of Travel," "SPG Level," "Above/Met Expectations" and "Below Expectations."

So naturally we have to wonder--will Starwood really publish every reviews? Senior Starwood executive Chris Holdren says yes. The reviews will be checked for profanity and Starwood will follow up to make sure the reviewer actually stayed at the hotel, a process that could take a few days...not to mention discourage people with just an axe to grind from comment-bombing.

Apparently, the feature is going live today at noon, across all Starwood brands, with e-mails being sent out to Starwood Preferred Guest members next week. So...which hotel are you going to write a review about?

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