Choice Hotels International, Inc. (NYSE: CHH) launched an online system, Verified Reviews, for ChoiceHotels.com. This new functionality provides consumers with an added layer of authenticity regarding reviews of Choice Hotels properties. Unlike other review sites, guests posting reviews on ChoiceHotels.com will be asked to provide their booking confirmation number to verify their stay at the hotel, and thereby provide potential guests with information from real guests in order to help them make their booking decision.
Robert McDowell, senior vice president, global distribution and loyalty, said, "Research indicates that booking decisions for 81 percent of consumers is influenced by comments posted on review websites. Choice Hotels has launched this new system in order to ensure that its valued customers are provided the most accurate information possible."
Verified Reviews on ChoiceHotels.com will feature a star rating scale. The ratings will be from one-to-five stars (five being the best), and will be based on Overall Experience scores.
Reviews and responses to those reviews will be moderated by a third-party company, Bazaarvoice, which will check for appropriate language and other key parameters prior to posting the review. Hotel responses will also be moderated by Bazaarvoice.
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