Luxury hotel guide Mr & Mrs Smith is to introduce user-generated content to its website for the first time as part of a strategy to improve online services for members.
Members will be given the chance to leave reviews of hotel facilities and information about the destination – a first for the company which specialises in providing reviews by professional writers of writers and mainly niche hotels and resorts.
The functionality is expected to be unveiled on the site in early-2008 to coincide with a new customer relationship management tool for 60,000 members.
The site is also considering other online features including a ratings system and messaging between members.
Mr & Mrs Smith launched initially as a guidebook in 2004 and is seen by many as one of the glossiest providers of high-end travel content in the market.
The website currently has reviews of around 300 hotels – around 220 more than are included in the main guidebook.
Recent additions to the site include boutique chalets in a new Smith & Ski section.