InterContinental Hotels Group (IHG) is launching Guest Reviews and Ratings for each of its seven existing hotel brand websites, giving online customers the convenience of reading authentic customer feedback - “Real Reviews from Real Guests” - while booking their stays.

The company claims this new feature empowers guests to make an informed decision and book their travel all on the same website.

“We know that reviews play an important role in a guest’s decision when booking a hotel” says Michael Menis, IHG’s Vice President of Web and Interactive Marketing.

“With more than 70% of our guests reading reviews before making a booking decision, we think it is extremely important that these reviews are authentic from verified guests of the hotel so that our customers can make an accurate and informed decision,” he added.

In 2002, IHG pioneered pricing guarantees for the lodging industry with its Lowest Internet Rate Guaranteed. Over the past 18 months the group has aimed to innovate in the area of driving customer satisfaction, loyalty and purchase behavior through web and mobile technology.

Last year, the Best Price Guarantee was launched and booking applications across all major mobile platforms in multiple languages were introduced.

IHG’s Guest Reviews and Ratings are currently available to all properties worldwide in Chinese, English, German and Spanish.