Starwood Hotels $ Resorts gives guests the chance to "say it like it is" with the launch of online rating and reviews

Press release

Published November 14th, 2011 - 05:31 GMT

Al Bawaba

Starwood Hotels & Resorts Worldwide today announced a new place for travelers to get unbiased hotel ratings and reviews – its own websites. Recognizing that in the digital information age travelers research hotels differently, Starwood is one of the first major hotel companies to invite guests to contribute ratings and reviews directly on its hotel websites.

In a recent survey, nearly 85% of Starwood Preferred Guest members said they find value in consumer ratings and reviews on travel sites. Starwood is making it easier for consumers to find the information they crave with reviews displayed directly on the hotel page they are viewing. The open forum gives travelers a place to share and search for genuine hotel reviews – both the positive and the negative – so they can plan their ideal hotel stay. Taking authenticity a step further, Starwood is also making sure all comments are from guests who actually stayed at the hotel. Reviews are verified by a hotel reservation confirmation.

“Our goal is to provide everything a guest needs to select and book their best hotel experience and there’s no better place to offer this information than on our own websites,” said Chris Holdren, Senior Vice President, Starwood Preferred Guest. “Starwood’s new ratings and reviews platform provides a valuable new way for guests to learn from the experiences of fellow travelers.”

Starwood believes the key to building deeper relationships with its most loyal guests is through access to honest and transparent information. Guests can now post ratings and reviews based on a variety of criteria including: Overall Rating, Room Comfort, Staff Met My Needs, Room Cleanliness and SPG Recognition. Helping to create a more personalized experience, guests can also filter review content to see the information that is most relevant to them including: Star Rating, Purpose of Travel, Frequency of Travel, SPG Level, Above/Met Expectations and Below Expectations. Reviews can also be shared through social media channels, including both personal and property Facebook pages.

“With the launch of Ratings & Reviews, Starwood is showing a true commitment to embracing the authentic voice of their customers,” said Erin Mulligan Nelson, Bazaarvoice CMO. “We’re proud to work with them as they continue to lead the way for the travel industry.”

Starwood’s ratings and reviews are powered by Bazaarvoice.

Background Information

Starwood Hotels

Starwood Hotels represents one of the world's largest hotel and leisure companies. It conducts its hotel and leisure business both directly and through its subsidiaries. Its brand names include St. Regis, The Luxury Collection, W, Westin, Le Méridien, Sheraton, Four Points, Aloft, and Element

Starwood Hotels' business emphasizes the global operation of hotels and resorts primarily in the luxury and upscale segment of the lodging industry. It seeks to acquire interests in, or management or franchise rights with respect to properties in this segment. At December 31, 2009, its hotel portfolio included owned, leased, managed and franchised hotels totaling 979 hotels with approximately 292,000 rooms in approximately 100 countries, and is comprised of 63 hotels that it owns or leases or in which it has a majority equity interest, 440 hotels managed by the company on behalf of third-party owners and 476 hotels for which it receives franchise fees.