While hundreds of hotels prepare to file a lawsuit against user-generated review site TripAdvisor.com, Accor hotels has decided to take another approach: promoting TripAdvsior.
The hotel group added feeds to TripAdvisor reviews on the homepages of each of its more than 4,000 hotels worldwide. The links include both good and bad reviews, along with the hotel’s overall rating on the site and a link to read user review. The hotel is even offering links to the official review on the TripAdvisor site.
Claire Wearne, Accor’s director of marketing, quality and consumer products, tells The Sydney Morning Herald that the decision to work with TripAdvisor is a nod to the importance of user-generated content. “We appreciate that the decision making of our guests is no longer limited to the information in our brochure,” she says. “We understand that they are making decisions based on valid information from other users.”
We want to hear from you. Is this a good move from Accor? Or, could TripAdvisor reviews do more harm than good?