The scope of user-generated reviews on London hotels and attractions is expected to widen considerably next year after Visit London signed a partnership deal with TripAdvisor.
From January, visitors to the capital will be able to read and post reviews based on 2,000 hotels and attractions via TripAdvisor on www.visitlondon.com.
Reviews posted on the Visit London website will be the five most recent, in their entirety, from the TripAdvisor site. Businesses will have the right of reply.
Visit London digital director Jose Adams, said: "User reviews enhance the recommendations our editorial team make to ensure visitors to London get the best possible insight into all that the city offers before they travel.
"We want to encourage interaction with visitors and will continue to develop social media applications and more personalised content on both the web and mobile phones in future.""
Visit London chief executive James Bidwell added: "User reviews guide consumer decision making and we are pleased to be the first official visitor organisation to respond to the requirements of visitors by teaming up with TripAdvisor.
"Visit London plans to continue this momentum in the lead up to and beyond the 2012 Olympic and Paralympic Games to ensure that visitors and Londoners are offered a world-class online experience."
By Daniel Thomas
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