Sheraton Launches User Generated Content

The hotel brand Sheraton, which is part of my beloved Starwood program, is launching UGC on their new site. This is what the news item said about it:

Sheraton Hotels & Resorts has launched a new company Web site, the first in the hotel industry to feature user-generated content. Sheraton.com will allow visitors to share stories, tips and photos about their travels for other users to view, in addition to more traditional features such as booking rooms and searching for the best rates.

Everyone's getting into the game, aren't they!