Thomas Cook hopes the service will increase customer interaction and said it has already improved its SEO as a result of incorporating user generated content on its site.
and allows users to search for reviews of hotels, resorts or destinations. Users can also search for personalised package holidays.
Sam Decker, chief marketing officer of Bazaarvoice, said: "Checking reviews has become an essential part of the research process for holidays.
"Reading about others' experiences before travelling can make the difference between a good or bad holiday. Thomas Cook is focused on providing the best customer experience, and offering ratings and reviews is evidence of that commitment."
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