TripAdvisor has a new service for businesses called Review Express, which sends bulk emails to customers on said businesses’ behalf.

While some have raised spam-related concerns about the product, as far as we can tell, it basically operates like other third-party email marketing products. Customers won’t be getting surprise spam from TripAdvisor.com. They’ll be getting emails from hotels they’ve stayed at, which they’ve agreed to get emails about (even if it’s TripAdvisor doing the actual sending behind the scenes). The emails just come with encouragement for guests to leave reviews on TripAdvisor.

The video shows the basic process:

Review Express lets businesses add their own logos and personalized messages, and includes the ability to bulk upload up to 1,000 email addresses. It also processes send requests within 24 hours, and provides automatic notification of successful and unsuccessful sends. It can send messages in 21 languages.

“With Review Express, TripAdvisor aims to extend the relationship between businesses and their guests to encourage them to write reviews. This is a time-saver for owners, providing them with a powerful system to manage multiple emails and requests at no cost to the business,” said Severine Philardeau, vice president of global partnerships, TripAdvisor. “Review Express has been developed and enhanced based on extensive user testing and is an invaluable service for hospitality business owners looking to build their online reputation. When used in conjunction with our free display offerings for owners, Review Express provides a great online marketing package for small and independent hospitality business owners to capture the value of user reviews for their property.”

Businesses will want to follow the best practices TripAdvisor has laid out.