Hayes and Jarvis has experienced an increase in bookings online after adding TripAdvisor reviews to its website.

The operator added the most recent five reviews and ratings on its hotel pages in June last year. The reviews cover 80% of the hotels offered by Hayes and Jarvis and customers are also able to add their own.

The operator has found that online shoppers who look at the reviews on the site book at twice the rate of those who have not seen them.

Hayes and Jarvis head of ecommerce and publishing Tim Clarke said: “Having unedited user-generated content on our site reinforces our relationship with our customers by fostering the feeling of trust we’ve established.”

TripAdvisor brand distribution director Nathan Clapton added: “This shows that reviews can really drive bookings as well as benefiting customers.”

TripAdvisor has also worked with bookings.com and activehotels.