Accor starts TripAdvisor review feed experiment
Global hotel chain Accor is taking the step many other groups have so far feared to tread and will include TripAdvisor reviews within individual property websites.
Accor is keeping the project relatively low-key at present, stressing that it is “experimental” in its current phase and is being tested in some countries ahead perhaps of a wider launch and official announcement.
It is difficult to determine how many hotel sites are included in the experiment at the moment, but essentially each individual property will have a module (like some other hotel sites) on the main landing page, inviting visitors to read a stream of the latest reviews (good or bad).
The reviews are then served in a pop-up, with links to further information and reviews via the main TripAdvisor site.
The idea of including TripAdvisor content on hotel-owned websites has not been universally taken up given the risks associated with potential customers finding a stinging review and going elsewhere.
Perhaps one of the most widely praised (mostly for the user experience and decision to throw in all manner of opinions) was an experiment by Sheraton in 2007 to include customer comments on its homepage.
It has since morphed into the SheratonBetterWhenShared project.
Kevin May is a senior editor and one of the co-founders at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about electronic band, Depeche Mode - in 2015.