Thomas Cook is to work with TrustYou, an online reputation management firm, to subject all its hotel partners to “rigorous quality control criteria”.
TrustYou will monitor more than 45,000 hotels from Thomas Cook’s portfolio, using its online reputation management (ORM) tool.
This monitors and responds to all online travel reviews written worldwide. Thomas Cook will use this to create independent summaries of all verified reviews across the web.
The results will be fed back to hotel partners to show them how they are performing in the eyes of the public.
Areas for improvement that can be immediately addressed by hoteliers will be identified and Thomas Cook says it will allow it to provide customers with the assurance of quality.
Peter Fankhauser, chief executive at Thomas Cook Group, said: “Quality assurance is a key factor in our strategy to deliver the very best holiday experience to our customers.
“Our partnership with TrustYou will allow us to exploit the vast amount of data their sophisticated technologies aggregate in order to identify those areas that need to be addressed and make the necessary recommendations to hoteliers to ensure that our standards remain of the highest quality.”
“The unique insights from TrustYou will provide Thomas Cook with the most accurate, up-to-date information available on the hotels and resorts we offer, allowing us to further improve quality levels, working in close collaboration with our hotel partners.”
Benjamin Jost, TrustYou chief executive, said: “We are excited to have Thomas Cook as a valued partner. Using TrustYou’s data and insights from millions of reviews will ensure that Thomas Cook stays at the top of its game, delivering the very best service and quality standards in the market.”
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