Yet more distribution for TripAdvisor on leading UK travel websites as Directline Holidays joins the likes of Thomas Cook and Thomson by integrating hotel reviews.
Directline claims the move is in response to customer requests for "impartial hotel reviews and ratings" on the site.
The integration is along similar lines to white label partnerships between the user review giant and other travel ecommerce and content sites.
Each hotel page carries TripAdvisor's overall rating and the five most recent reviews for a hotel property.
User provided pictures of the property are also included alongside a breakdown of key areas such as room, service, value and cleanliness.
Directline's move to join the party comes after Thomas Cook performed a strategic u-turn in February 2010 and also placed TripAdvisor reviews into its hotel pages, less than two years after extolling the virtues of its own review system developed through BazaarVoice.
Thomson integrated TripAdvisor reviews in September 2007.