InterContinental Hotels Group (IHG) will let guests post reviews of the U.K.-based company's hotels, as it looks to publish what it calls "authentic customer feedback."
IHG, whose brands include Holiday Inn and Crowne Plaza as well as its flagship luxury badge, will give guests the chance to post online reviews in English, Spanish, German and Chinese. IHG in 1995 was the first major hotelier to let guests book reservations online.
Online guest reviews have been more vital for hotels as more people turn to review sites like TripAdvisor and Yelp to view opinions before booking their stays. TripAdvisor, which was spun off by online travel agency Expedia last year, has more than 75 million reviews posted on its site.
As a review, the authenticity of such reviews has become more tropical amid reports of either positive reviews being posted by lodging operators themselves, and negative write-ups being authored by competition.
Starwood Hotels & Resorts last October started letting guests at some of its hotels post reviews online, becoming the first major hotelier to do so. Follow Danny King on Twitter @dktravelweekly.