Trip Advisor, the ambitious consumer review service which launched its first UK portal in 2006, is to allow users to air their opinions about tour operators on a dedicated part of its site.

The new section is expected to go live in the second half of 2006 and is the first time Trip Advisor has given users the opportunity to add comments in a section specifically to rank the performance of tour operators.

The move is in response to the enormous number of trips booked with traditional tour operators by UK residents and is part of an determined strategy to push into the top three most popular travel websites in the country by the end of 2006.

President and chief executive Stephen Kaufer told Travolution the new section would also benefit the tour operators as Trip Advisor provides companies with a free “marketing vehicle” for their products.

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