Netherlands-based airline KLM reckons it can enhance its relationship with passengers and improve customer service with the introduction of a reviews system.
The "Rate My Flight" idea has been in testing for some time but it is slowly being rolled out to airline's web pages from June this year, beginning with passengers in its home country and in the UK who are searching for flights.
A formal announcement is expected in due course but KLM says it has collected reviews and ratings for specific scheduled flights and will now include them in results.
This process, it says, will help with one of its aims to be "transparent and gain more trust".
User insights manager at KLM, Maaike van der Horn, who manages the project, says:
"Of course each flight is different, but KLM continuously aims to offer the best in service."
Passengers are first asked to rate their flight, then an overall rating for a particular service is calculated:
Potential passengers can check the overall score in the search results:
And then dive in further to read individual reviews from passengers:
KLM claims the reviews and ratings are not filtered in any way, bar removing names or details of other passengers and crew members or if there is any unsuitable language.
Jan Willem Kluivers, from the carrier's digital strategy team, says the move is one element in a wider programme or improvements to provide as much detail about a flight as possible to passengers.
This includes producing flight guides and information such as status monitors, cross-selling accommodation, rank of cabin crew, in-flight entertainment and menu options for each cabin class, plus destination guides and tips.
He says:
"Showing stars in our search-flow is part of a bigger concept.
"This includes informing customers on their upcoming flight information, asking customers how they experienced their flight (enabling repair of any issues) and last, being transparant to future customers but also to our crew on their performance."