Starwood Hotels is the first brand to use a cross-platform review service created by social marketing firm Buddy Media in partnership with social commerce company Bazaarvoice.
The partnership will let the hotel group create apps on its Facebook business pages that showcase top-rated hotels and imports reviews and ratings from their websites. Users can then click through to book the hotels on the Starwood website.
According to Starwood, which runs hotels including Westin, W and Sheraton, the move is part of a wider strategy to create a more personalised and relevant experience for its customers across all its channels.
“The idea of bringing reviews to pages is that we want to give relevant content and information to our guests across all channels,” said Alyssa Waxenberg, senior director of interactive marketing at Starwood Hotels. “This is particularly important for our Starwood Preferred Guest (SPG) loyalty scheme members because 85% of them use reviews when making travel decisions. We want to provide the best experience on all channels, including mobile.”
Starwood Hotels already works with both firms, using Buddy Media’s Facebook-page management software and Bazzarvoice’s reviews software on its web properties.