“The more you know about my hotels and what you can do there, the better chance we have of you coming and seeing us,” says Starwood CEO Frits van Paasschen. “It’s the same reason we put ratings and reviews on SPG.com. We’re not 100 percent correct every time, but I’ll put us up against the reality anywhere else any time.” Four Seasons began running TripAdvisor reviews on its properties’ pages in 2013, following a website relaunch. “I felt that being upfront about user-generated content would demonstrate incredible confidence in what we do,” Susan Helstab, Executive Vice President of Marketing told Skift. “And I don’t believe there’s a guest that’s stayed with us that hasn’t gone to TripAdvisor.” Other brands have been slower to introduce reviews directly on their site. For example, Marriott’s significant and, no doubt, expensive focus on brand-controlled content is even more interesting in light of its apparent resistance to user-generated reviews. Get the full story at Skift