The U.S. Tour Operators Association has unveiled a new feature on its website where people can find customer reviews of services offered by the group's member companies.

The review platform features star ratings and comments from travelers about services provided by USTOA member companies, according to the association. Powered by the online travel service TripWing, the new feature allows users to type in a destination and then shows which USTOA members offer tours and travel packages in the selected region.

"There is no disputing the value and influence impartial online reviews play in the decision making process for many consumers and there was a real need for more tour operator representation in this space," USTOA CEO Terry Dale said. "USTOA developed a third-party review platform for our Active Members as a resource for travel agents and consumers to find direct, verified and unbiased feedback on various tour products."

According to the industry publication Travel Weekly, the platform grew out of the association's frustration that the popular online travel service TripAdvisor does not offer a comprehensive selection of tours and travel packages. USTOA reasoned it needed to build its own online platform to fill that gap.

"And that's a big step," Terry told Travel Weekly. "I'm not aware of any other trade association that has tackled this." http://bit.ly/2dVi5Pr

Customers rate tours and packages on a five-star scale. Companies are contacted if they receive a rating of three stars or lower and are given a chance to respond in the comments, but the user review remains up.

The review platform—titled "Find Your Dream Vacation"—can be accessed through https://www.ustoa.com.

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