TripAdvisor allows partners to collect own reviews

Travel review site TripAdvisor has launched a new tool to allow partners to collect reviews directly from guests following their stays.

The reviews can then be displayed across the partners' websites as well as on TripAdvisor.

Netherlands-based online agent Easytobook.com, which operates worldwide, is the launch customer for the TripAdvisor review collection platform, which has replaced its own system of collecting customer feedback.

Guests receive co-branded emails from Easytobook.com following their stay asking for feedback, from which they are led to a TripAdvisor review form which is integrated on to the Easytobook.com website.

TripAdvisor, which has been accused in the UK of carrying fake reviews, said it hoped to expand the service to other partners in the next few months.

"This initiative allows guests to make more informed decision based on fellow travellers" feedback."

Wouter Blok of Easytobook said: "The reviews we collect through the new platform will also provide great branding for Easytobook.com in front of TripAdvisor"s vast community of travellers.

"This initiative will allow us to focus on our core business and enable us to deliver an all-together better service to customers."

By Linsey McNeill