2024 hospitality benchmark report

Web capture – EMEA

Web capture – EMEA

In this chapter you will find

In this chapter you will find

Introduction

Introduction

The web capture channel represents how hoteliers collect guest data from across their online footprint — including review sites, OTAs, and their own brand page — and activate this data to drive direct revenue. Revinate collects web capture data in the form of reputation management as well as website and cart abandonment.

A data-driven approach to web capture and reputation management gives hoteliers the power to take control of the guest experience by understanding and applying guest feedback and online behavior at scale. In turn, they drive more revenue: one study found that a 1-star increase in online ratings can lead to a 2.2-3% increase in monthly revenue. And a Cornell study found that hotels that respond to 40-45% of reviews may see their booking revenue increase by 2.2x compared to those who don’t answer their reviews at all.

With reputation management, hoteliers monitor their hotel rating across review sites and respond to reviews. We’ll explore how benchmarks for reputation management vary across region, room count, and hotel class.

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What does advanced reputation management look like in action? EMEA hotel group The July used Revinate Guest Feedback and Revinate Marketing to get insights into guest preferences, demographics, and behaviors and activate it for personalized communication. They achieved 11x ROI in the last 12 months.

The Pulitzer Amsterdam of the Lore Group has used Revinate’s cart abandonment campaigns to great advantage, winning incremental revenue that would otherwise slip through the cracks. Their campaigns average open rates over 80% and click-through rates of 21.6%.

Website and cart abandonment refers to guests and potential guests who browse your website, enter the booking engine, but ultimately don’t complete their reservation. The cart abandonment rate for hotels is 80% – meaning one in five guests who start a reservation won’t finish. That’s a lot of revenue slipping through the cracks.

Abandonment can happen for lots of reasons — better rates, a change of plans, or just plain old distraction. Hoteliers can capture these visitors’ email addresses from the booking engine alongside browsing information and use that data to send targeted messages and win back lost revenue. We’ll share benchmarks for open rates, click-through rates, conversion rates, and revenue per booking from cart abandonment campaigns.

Downloads

Downloads

Global PDF

For a global perspective, not particular to any one region, but with nuanced insights that could be applied to all.

EMEA PDF

Diverse data highly tuned for the incredibly diverse regions throughout Europe, Middle East, and Africa (EMEA)

North America PDF

As our most robust data region, North America leads the pack with the broadest selection of hospitality industry benchmarks.

APAC PDF

From North to South, our APAC data set covers the most poignant regional Asian hospitality benchmarks to make sure you get ahead.

EMEA web capture benchmarks

EMEA web capture benchmarks

The purpose of these benchmarks is to help hoteliers evaluate their own performance, identify areas for improvement, and set realistic goals. Within the web capture category, we’ll share benchmarks specific to the EMEA region for reputation management and cart abandonment campaigns.

Reputation management: Benchmarks for review volume, top review sites, average ratings, and more

Reputation management: Benchmarks for review volume, top review sites, average ratings, and more

The difference between a #1 spot on Tripadvisor and #10 spot can be the difference between a thriving property and a floundering one. That’s no surprise, since location, price, and reviews are the top three factors in booking decisions. As such, hoteliers that actively manage their reputation across review sites with data have an advantage.

Quick links

Hotel review volume

In EMEA, the average number of reviews a hotel receives each month increased by 4.4%, about the same growth rate as North America. However, both EMEA and APAC receive significantly more reviews per month compared to North America. This tracks with global trends in occupancy rates.

Hotel review volume – EMEA

Within EMEA, the DACH region (made up of Germany, Austria, Switzerland, and Liechtenstein) showed a strong jump of 11% in its average review volume, as did the Middle East and Africa (MEA) with 15.2% growth.

Hotels in MEA had the highest number of monthly reviews on average at 116, followed closely by Benelux (made up of Belgium, the Netherlands, and Luxembourg) with 115. Only the “Rest of Europe” group had fewer reviews per month than the global benchmark of 64.

Hotel review volume by hotel class

Luxury hotels in EMEA had the largest growth rate in review volume at 15%, but Upper Upscale, Upscale, and Upper Midscale hotels all brought in more reviews per month on average than their luxury counterparts. Remember, more — and better — reviews don’t just happen on their own. You need to ask for them.

Try checking in mid-stay (the messaging channel is especially apt for this) to see how a guest’s stay is going. This way, you’ll have time to address and resolve any issues that may have come up. Then, solicit guest reviews after checkout with automated emails, and watch the five-star reviews come rolling in.

Top review sites

Hoteliers also need to prioritize the review sites with the most visibility in order to use staff time efficiently. In EMEA, Booking.com takes the prize for the largest share of reviews. The other top players include Google and Tripadvisor.

But aside from these top 3 sites, which are heavy-hitters around the globe, EMEA hoteliers should also pay attention to other regional players like Zoover, HolidayCheck, and Yandex.

Average hotel rating

In 2023, EMEA increased its average hotel rating from 4.1 to 4.2, on par with the global benchmark.

Average hotel rating – EMEA

Within the region, the Middle East and Africa made the most significant gains and secured the highest average ratings of 4.4. This is good news after a difficult 2022, when we reported a slight dip in average ratings compared to 2021.

2022 was a challenging year for hoteliers, as recovering occupancy and resurgent ADR combined with a staffing shortage contributed to decreased guest satisfaction. While staffing challenges continued into 2023, this rise in average hotel ratings is an encouraging sign that hoteliers are adapting to meet guest expectations.

Average hotel rating by hotel size

When we examine changes in hotel rating by room count, properties with more than 200 rooms held the best ratings at 4.3 on average. Managing reputation for large properties in particular requires a data-driven approach with advanced reporting and automation.

Average hotel rating by hotel class

Comparing average hotel ratings by class, all hotels in the region showed steady improvement and increased their ratings by about the same amount: 0.1 points. Ratings and hotel class are roughly correlated, with Luxury hotels receiving the highest ratings and Economy hotels the lowest.

Review response rate

One effective strategy to improve your rating is to engage with reviews. A Cornell study has shown that responding to reviews, especially negative ones, can positively impact customers’ perception of a business and result in higher scores. In fact, 78% of customers state that seeing management responses to online reviews made them feel like the business values their opinion.

Revinate recommends that hoteliers respond to 100% of negative reviews, and about half of positive reviews as a best practice. Learn more tips for managing your reputation in our guide, “How to respond to hotel reviews.” In EMEA, the average review response rate in 2023 was 54.7%, closely in line with the global benchmark.

The same Cornell study revealed that hotels that respond to 40-45% of reviews may increase their booking revenue by 2.2x compared to hotels that don’t answer reviews at all. However, responding to more than 40-45% of reviews had diminishing returns. Clearly, EMEA hoteliers are exceeding this threshold and actively engaging with their guests on review sites.

Review response rate – EMEA

In EMEA, the average review response rate in 2023 was 54.7%, closely in line with the global benchmark. The same Cornell study revealed that hotels that respond to 40-45% of reviews may increase their booking revenue by 2.2x compared to hotels that don’t answer reviews at all. However, responding to more than 40-45% of reviews had diminishing returns. Clearly, EMEA hoteliers are exceeding this threshold and actively engaging with their guests on review sites.

Review response rate by hotel size

When analyzing review response rates by room count, hotels with more than 150 rooms responded to a higher percentage of their reviews than properties with fewer rooms. Hotels with 1-50 rooms had the least growth in their response rate, but still stayed within the recommended margin.

Review response rate by hotel class

Taking a look at review response rates according to hotel class, we see that while response rates went up in the region overall, Upper Midscale hotels had the largest shift, growing by 9%. Use this benchmark data to see how your hotel matches up with your peers.

Remember, guests leave reviews when asked to, so make sure you ask often and at the right moment — after they’ve completed an excellent stay. Respond to both positive and negative reviews to show that you take guest feedback seriously. More reviews and higher rankings can lead directly to more bookings.

Cart abandonment: Benchmarks for open rates, click-through rates, conversion rates, and revenue

Cart abandonment: Benchmarks for open rates, click-through rates, conversion rates, and revenue

Cart abandonment campaigns are one of hoteliers’ richest opportunities to win incremental direct revenue from the same volume of website traffic. For every 100 people that enter the booking engine, only about 20 will complete their reservations. Instead of letting the other 80 go, a simple follow-up email should secure another 11 bookings, using the EMEA regional average conversion rate of 17%.

Section Quicklinks

Cart abandonment overview

Engagement benchmarks — open rates and click-through rates — for cart abandonment campaigns are higher than average at 69% and 36% respectively. The regional averages for all email campaigns, meanwhile, are a 43% open rate and a 5.2% click-through rate.

At 17%, cart abandonment conversion rates also significantly outperform the EMEA regional average conversion rate of 0.9% for campaigns of all types.

Average booking value and room nights booked

So, what does this all mean for your bottom line? Each reservation from a cart abandonment campaign in EMEA averages two room nights and $441 in booking revenue. Using our example above, that would equate to 22 room nights and $4,851 of incremental direct revenue. Looking for inspiration on how to improve your cart abandonment campaigns? Check out our guide, “Top 10 strategies to recover revenue from website and cart abandonment,” with example campaigns from top properties around the world.

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