Chinese, Greek and Mexican properties scored the highest guest ratings in Revinate’s 2018 Global Hotel Reputation Benchmark Report. All established markets grew their average scores compared to 2016, except France, Japan, and South Africa. Chinese, Indonesian, and Brazilian properties experienced the largest increases in their average scores compared to the previous year.
Revinate, the software as a service (SaaS) company that enables hoteliers to transform guest data into revenue, continues rolling out its 2018 Global Hotel Reputation Benchmark Report. Now in its third year, this industry barometer analyzed 132 million online guest reviews from 138,000 properties across 200 countries over the last two years.
Looking at established markets – those with more than 100,000 annual reviews – hotels in China (4.53), Greece (4.36), and Mexico (4.29) received the highest average ratings, while the United Kingdom (4.07), the United States (4.03), and France (3.94) received the lowest.
This country-specific data is consistent with the global increase in review ratings. Scores grew compared to 2016 in all markets except South Africa and France, which remained flat. Japan was the only market that decreased year-over-year (0.47% decrease).
China and Indonesia experienced the greatest growth in their average scores compared with the previous year, while #3 and #4 were in Latin America (Brazil and Mexico). This data confirms that the overall sentiment towards Asian and Latin American hotels is improving at a faster pace than other regions.
“The analysis of average review scores in established markets confirmed the key findings of our global benchmark. Guests rated their hotel stays more positively than in 2016, with four Asia Pacific and Latin America-based markets experiencing the biggest increases,” said Marc Heyneker, Revinate co-founder and CEO. “In order to keep growing their scores in 2018, hoteliers must keep pace with their online review responses in order to maintain a strong and positive online presence.”
Among its key findings, Revinate’s report also found that 74% of all reviews in 2017 came from Booking.com, Google, TripAdvisor, and Facebook, with the latter entering the Top 4 for the first time and Google doubling its review volume compared to 2016. Last year, guests wrote 27% more reviews, and hoteliers responded to 30% of the total.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
