Sports travel and accommodation company Thomas Cook Sport has extended its three-year partnership with reviews and insights company Feefo which will allow the company to continue receiving reviews from users on the invite-only platform.

The company will use Feefo’s AI-powered, invitation-only insight platform which allows customers to post real reviews about the sport experiences at the Wimbledon Tennis Championships, Formula 1 and baseball at the London Stadium.

“As a company dedicated to giving our customers amazing experiences, we value transparency and openness above all else, which makes Feefo the perfect partner,” said Rob Slawson, head of Thomas Cook Sport. “Our customers will now be able to share hugely valuable and real opinions with us and fellow sport-lovers because of Feefo.

Feefo, which is a Google partner, says it only allows real customers to post positive or negative reviews which can provide useful data for companies. It also uses machine learning in its ‘Smart Themes’ and ‘Performance Profiling’ to allow consumers to quickly find out the information that they want on a company.

CEO of Feefo, Matt West recently completed a management buyout of the company which was backed by private equity firm Vespa Capital.

Watch the below video on Feefo