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Oberoi is the world's highest-rated luxury hotel brand, reveals ReviewPro research

Vicky Karantzavelou - 14 March 2014, 09:15

Oberoi, Four Seasons and Orient Express (which recently changed its name to Belmond) lead the ranking for large brands, while Constance, Capella and Montage are the best rated small brands according to ReviewPro’s seminal study measuring online guest satisfaction.

ReviewPro, a leading provider of online reputation and social media analytics for the hospitality industry, has released its first annual Top Luxury Hotel & Brand Report, a landmark study on the luxury hotels and brands with the best online reputation according to ReviewPro’s online reputation score: the Global Review Index (GRI).

The research is based on the analysis of 839,593 online guest reviews published during 2013 for the hotels that industry tracker STR Global classified as ‘luxury’. A total of 1,692 properties and 84 brands in all five continents were analyzed. The number of guest reviews of luxury brands increased 35% over 2012.

ReviewPro divided the study into three areas: large brands (for groups with more than 20 properties), small brands and individual hotels. Oberoi Hotels & Resorts, with properties in India, Indonesia, Dubai, Mauritius, Egypt and Saudi Arabia took the #1 spot in the ranking for large brands, with an impressive 94.7% GRI score. Four Seasons and Orient Express, scoring 92.3% and 92.1% respectively, followed.

The large brands that experienced the most significant improvement of their online reputation score in 2013 were Orient Express, Jaz Hotels and Kempinski Hotels. This was no small feat considering that a landmark study by Cornell University proved that a 1% increase in the Global Review Index can lead up to a 0.89% increase in a hotel average daily rate (ADR), a 0.54% increase in occupancy and a 1.42% increase in revenue per available room (RevPAR).

For small brands, Constance Hotels and Resorts, with seven properties in Mauritius, Seychelles, Maldives and Madagascar took the top spot. Constance’s 93.7% GRI ranked above Capella Hotels, a close second with a 93.6% score, and Montage and Firmdale Hotels tied at 93%.

In the individual hotel ranking, Orient-Express Hotels, #3 in the large brands classification, took the first and second spot: Palacio Nazarenas, its boutique hotel in Cusco (Peru) based in a historic former palace and convent, scored a record 99.2% GRI, while its luxury train Northern Belle came in second place. Individual properties from Rosewood, Oberoi and Four Seasons completed the Top 5. From a geographic standpoint, India (13%), United States (11%) and China (11%) had the largest number of top rated luxury properties.

ReviewPro’s report also shows that TripAdvisor was the #1 review source for luxury hotels in 2013, followed by and Ctrip. English was the preferred language in luxury hotel reviews, with Chinese, German, French and Japanese completing the Top 5.

According to RJ Friedlander, CEO of ReviewPro, “As luxury brands worldwide compete to deliver superior guest experiences, the insight provided by online reputation and social media analytics is a key to their success.  The key is to separate the signal from the noise across all leading review sites, OTAs and social media platforms to continually improve guest satisfaction and increase revenue.”

2013 Top 5 large luxury hotel brands according to their Global Review Index
source: ReviewPro
1. Oberoi Hotels: 94.7%
2. Four Seasons: 92.3%
3. Orient Express: 92.1%
4. Park Hyatt: 91.3%
5. Taj Hotels: 91.0%

2013 Top 5 small luxury hotel brands according to their Global Review Index
source: ReviewPro
1. Constance Hotels: 93.7%
2. Capella Hotels: 93.6%
3. Montage Hotels: 93.0%
    Firmdale Hotels: 93.0%
4. Andaz Hotels: 92.8%
5. Raffles Hotels: 92.6%

2013 Top 5 individual hotels according to their Global Review Index
source: ReviewPro
1. Palacio Nazarenas, Orient-Express, Cusco: 99.2%
2. Northern Belle, Orient-Express: 98.4%
3. A Rosewood Resort, Jumby Bay: 98.2%
    The Oberoi Vanyavilas, Ranthambhore: 98.2%
5. Four Seasons Tented Camp, Golden Triangle: 98.0%

Photo caption: Oberoi Udaivilas, Udaipur, India.


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"Daniel Mason" commented on 17 March 2014, 20:14:

What exactly is the "GRI Score"? From the article it seems to be a review scoring system of sorts? I'd love some further elaboration on how the score is calculated. Correct me if I'm off base but I'm guessing it would be a combination of review volume/frequency and review rating.

If so, you mention in the article a correlation with ADR, occupancy, and RevPar, but couldn't that same correlation easily be found in relation to review rating and frequency? It seems this score is just an aggregation of those numbers, which have already been shown to correlate with increases in ADR/Occupancy/RevPar.

Not sure what the point of muddling together something simplistic which has already shown the value of online reviews...
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