Expedia has announced a deal with consumer review company Feefo for several of its sites across Europe and including the UK.
A press release says the deal follows a trial during which saw a boost to customer reviews of Expedia's service over a two-week period.
Yellow stars in the advert above relate to the reviews given by customers on the company and its service with other players in the sector including TrustPilot.
Feefo works by reaching out to customers who have booked travel with Expedia and asking them to review the service they received.
According to the press statement Expedia believes the deal will help it with customer service as well as potentially attract new customers.
The Feefo system claims to guarantee 100% genuine feedback as only those who have bought a product or service are asked to comment.
The plan is to extend the deal to other Expedia sites.
The Feefo deal has no impact on Expedia's existing hotel review technology or content from TripAdvisor.