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TripAdvisor has started offering hotels, restaurants and attractions a new customisable Facebook application allowing them to integrate its review content into their existing pages.

The application allows owners to pull in content including photos and reviews from the review site so visitors do not have to navigate away to the TripAdvisor main site to find it.

The application can be customised to determine what content is shown, so for instance a property owner might want to show the five latest reviews or awards they have received from TripAdvisor. The move is a further advance of TripAdvisor’s integration with Facebook which last year saw it launch its ‘Friends of Friends’ feature aimed at greater personalisation of reviews.

This works in tandem with more filters being offered on the site itself to enable users to look at reviews from people like them or from people considered to be more appropriate.

Doros Theodorou, EMEA commercial director for the site’s Business Listings service, said currently in the UK around 58% of hotel and restaurant owners have taken the opportunity to formally register their business with TripAdvisor for free. This gives them ownership of their page on the site, although not as much scope to manage their status as taking a paid-for Business Listing.

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