In 2017, hotel guest reviews went up by 27% year-on-year (YoY) driving an increase in the average review pace per property from 28 reviews per month in 2016 to 37 in 2017, according to the 2018 Global Hotel Reputation Benchmark Report.
The report, put together by Revinate, the software as a service (SaaS) company that works to enable hoteliers transform guest data into revenue, analysed 132 million online guest reviews from 138,000 properties across 200 countries over the last two years.
The report found that 74% of all the guest reviews came from the top four websites: Booking.com, Google, TripAdvisor, and Facebook. While this is the first time Facebook has entered the top four, Booking.com has marinated the top position while Google experienced a huge invrease in the volume of reviews, almost doubling its share compared to 2016, the report noted.
According to the data, hoteliers responded to 29.7% of their reviews, most often to five-star reviews which accounted for 32.8%, followed by two-star at 31.2%, then one-star at a response rate of 28.8% of the reviews.
Revinate CEO and cofounder Marc Heyneker said: “With this increase in review volume, we’re pleased to see hoteliers mostly keeping pace with their responses,”
“We’re also encouraged to see that hoteliers and review sites are getting better at driving guests to write online reviews, an effort that ultimately results in more bookings,” Heyneker added.
By region, Asia Pacific and Latin America outperformed the global review response average, while North America and Europe, Middle East and Africa were slightly behind, the report stated.