Trivago to pay guests for UK hotel reviews
Hotel comparison website trivago.co.uk is to pay customers to write reviews of hotels in 10 UK cities.
Its Hotel Test programme, which is already available for other European cities, offers hotel guests £30 to £70 to complete an online questionnaire, which takes about 45 minutes.
Trivago says the reviews, which it will sell to hotels, will result in ‘comprehensive and authentic’ reviews on its website.
Guests can sign up as hotel testers when they book stays in any one of 40 hotels in 10 of the most popular UK cities. They must pay the regular price for their room but after they’ve completed a questionair about their visit they will receive a cash payment of an average of 40% of the cost of their stay.
The test results will be displayed on trivago to create hotel profiles.
Over 20,000 hotel tests from 600 hotels in 20 major European cities have been completed so far.
Hotels are able to buy the Hotel Test to receive increased visibility on trivago and extensive, unbiased feedback on the hotel.
When purchased, between 20 and 100 testers (depending on the test package) pay full price to stay at the hotel over two to six months. They will evaluate over 400 criteria of the hotel, from amenities to service and personal preferences.
Hoteliers will receive weekly updates of the full test results, allowing them to react immediately to any weaknesses highlighted and improve future results, said trivago.
At the end of the testing period, hoteliers will receive a specific market comparison, taking into account strengths, weaknesses, index ratings and guest comments.
Hoteliers can choose the comparison group based on location, region or number of stars, in order to value themselves against their competitors.
During the testing period, the hotel will be promoted on trivago to increase the booking volume.
Test prices start at £2,000, which the website said guaranteed 20 to 100 bookings, which would be "more than reimbursed" throughout the testing process.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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