directline holidays (www.directline-holidays.co.uk), the independent online travel agent, today adds TripAdvisor content, officially the world’s largest travel review site with over 35 million reviews and opinions.

This move is in response to customers’ requests for impartial hotel reviews and ratings. TripAdvisor will provide candid reviews created by travellers, many with images, easily accessed by clicking on the TripAdvisor icon within the hotel information panel.

Acting on the results of a recent user survey, where directline holidays’ customers revealed that independent property reviews are a major factor influencing their holiday decision and would help make holiday selection easier, the online travel agent will incorporate the five most recent reviews in their entirety alongside individual traveller ratings.

directline holidays Chief Executive Officer, Maria Whiteman said: “Almost 80% of our customers use our site to take advantage of the unmatched value we offer on flights and holidays. Our new content simplifies holiday research by bringing impartial hotel reviews and ratings right alongside our great deals, which means customers enjoy an easier booking experience and can book with even greater confidence.”

“We are delighted that directline holidays’ customers can now benefit from valuable insight and feedback from the experiences of millions of travellers” said Severine Philardeau, Director of Partnerships at TripAdvisor.