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Active Hotels to post ‘honest reviews’
Active Hotels has launched a new website that includes first hand hotel reviews from hotel guests.
Chief executive Andy Phillips told TravelMole: “There are so many hotels in the UK now that it is very difficult for guests to know which are the good ones and which are the bad.
“We now get over 700 guest reviews a day. We send them out via email straight after the hotel stay and we get about a third back.”
The comments are password protected, said Mr Phillips, and they are monitored in a bid to ensure that they are genuine.
Mr Phillips hopes the site will improve the customers’ experience by offering a more intelligent search facility that allows consumers to pinpoint the right with searches such as ‘child facilities’ or ‘fitness centre’. Eventually Mr Phillips hopes people will be able to search for hotels based on the guest comments.
He said that he expects most visitors to the new website, www.activereservations.com, will continue to come through the main www.activehotels.com portal.
The company is handling about £500,000 worth of bookings each day according to Mr Phillips. Despite its success the company has little or no marketing spend. “We rely on word of mouth, we hope that people will have a good experience then tell their friends about it.”
Report by Ginny McGrath
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