Leveraging UGC

Very few hotels exploit the recent explosion of user generated content and social networking...not sure why.  I've talked about this quite a bit on recent indieHotelier shows. Why not put links to your Tripadvisor reviews, Flickr photo's, etc., right on your home page, or the reservations page? It does two things...demonstrates transparency (important in earning trust) and starts/perpetuates conversations. You need both to do well.