Research? has shown that two-thirds of users consult user-generated content such as the TripAdvisor reviews when choosing a hotel.

"Part of our brand ethos is to match our users with the right hotels for them," comments Alison Couper, Communications Director for Hotels.com. "By integrating reviews from TripAdvisor we are giving our customers up to date and relevant information on what each hotel is really like."

Customers visiting Hotels.com sites across the EMEA region will be able to access the average TripAdvisor Traveller Rating for each hotel along with a selection of the most recent reviews in English posted to TripAdvisor for that property. TripAdvisor's French, Italian, German and Spanish reviews will be available for those points of sale.

Couper continues, "We are delighted to be incorporating more user-generated content to our site. Customer opinions offer an invaluable research source on hotels and their facilities, and ensure travellers can make an informed decision on which property is best for them."

The introduction of the TripAdvisor reviews comes hot on the heels of the new Hotels.com Visualiser, which uses customers' "VisualDNA" to match them with their perfect hotel. The Visualiser takes customers through a series of images to represent the type of holiday they are looking for and returns a selection of tailored properties based on the choices made.

Couper says: "TripAdvisor reviews combined with our Hotels.com Visualiser tool make choosing the right hotel even easier and more enjoyable."

TripAdvisor features over 20 million travel reviews and opinions from real travellers around the world. TripAdvisor-branded sites alone make up the largest travel community in the world, with more than 25 million unique monthly visitors and more than nine million registered members.

"Hotels.com users will benefit enormously from having such an ever-evolving resource, in the form of millions of TripAdvisor reviews from like-minded travellers, at their fingertips," says Nathan Clapton, Senior Director of Brand Distribution, TripAdvisor.