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Guest excperiences not meeting expectations “concerning for longer term” study shows

Guest satisfaction scores, specifically the value and room indices, are continuing to decline, shows the Q3 ReviewPro Global Hotel Review Benchmark report from ReviewPro, a Shiji Group brand.

BERLIN, GERMANY – ReviewPro, a Shiji Group brand, recently revealed that during the third quarter of 2022 guest satisfaction scores have not kept up with the recovery of the hotel industry in its Q3 ReviewPro Global Hotel Review Benchmark report.

The quarterly report from the end-to-end guest experience platform ReviewPro – part of Shiji, the global hospitality technology innovator – analyses guest satisfaction scores based on 1.7 million real guest reviews across all star categories of hotel from all around the world.

Keeping up the trend seen in H1 of 2022 for lower guest satisfaction scores compared to the pre-pandemic era, the failure of scores to recover is most evident in the ratings of two areas: value and room quality, particularly in the North American market.

In fact, global satisfaction scores for value fell from 82.3% in 2019, to 81.6% in 2021, and come in at just 80.4% in the year-to-date 2022 period. The Middle East and Africa region being the only exception, currently exceeding 2019 guest satisfaction levels.

Global satisfaction scores as measured by the industry benchmark the Global Review Index (GRI) fell by 1.9 points in Q3 2022 compared to Q3 2019.

Speaking about the report, Michael Kessler, CEO of ReviewPro, comments:  “Hoteliers have done a remarkable job of upholding guest satisfaction levels in a very difficult 2022, but the guest satisfaction scores contained in this report show there is room for improvement.

“We believe that a number of factors like ongoing staffing shortages, higher room rates, and reduced services, coupled with pent up travel demand and high expectations from guests could be having a negative impact on review scores.

“It’s vital that hoteliers pay close attention to what guests want today, and strive to improve online reputation scores, after all – just a 1-point increase in GRI™ equals up to +0-89% in ADR, +0.54% in occupancy, and +1.42% RevPar according to studies. So, whilst the hospitality industry is clearly in recovery, and many hotels are returning to profitability, when experiences don’t match expectations this is definitely concerning for the longer term outlook.”

Based upon the data in the report, Shiji’s ReviewPro offers hoteliers seven ways to improve guest satisfaction in 2023 using a data-driven approach:

  • Anticipate that continued labor shortages may mean that the new, leaner staffing model that came out of the pandemic may become a long-lasting reality.
  • Expect to see even more automation and technology in hotels. This will create efficiencies but may also create service challenges if not carefully implemented.
  • To keep up with guest expectations, especially in a climate of rising room rates, invest in capital expenditures, maintenance, and staff training programs that were put on hold during the pandemic.
  • Monitor guest intelligence data closely and connect data sources to get a holistic view of changing guest sentiment and behavior.
  • When setting 2023 review targets, benchmark performance against previous years as well as your competitors, region, and star segment.
  • Pay extra attention to reviews on Booking.com, making efforts to improve ratings and pursue a diverse review distribution strategy to build strength on all sources.
  • Ensure that both negative and positive reviews receive the prompt action and responses they merit.
Co-Founder & Chief Editor - TravelDailyNews Media Network | Website | + Posts

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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