Benchmark data: EMEA reputation management overview
More than 80 monthly reviews per hotel in nearly every micro-region
Despite being a culturally and geographically diverse region, EMEA had a consistently high number of average reviews per month in 2022. Almost every micro-region saw an average number of reviews per hotel that was greater than 80, with the “Rest of Europe” micro-region being the lone exception at an average of 57 reviews per hotel per month.
BENELUX, ME/Africa, and Scandinavia had the highest number of average monthly reviews per hotel — 101, 96, and 96, respectively. And it’s important to note that there was a 62.9% increase in the average number of reviews from 2021 to 2022 in BENELUX.
As for the average hotel rating in EMEA, it ranged from 3.98 in the UK to 4.26 in ME/Africa. It makes sense that the UK lagged behind other micro-regions considering how much energy costs skyrocketed in 2022. Those increases weighed heavily on both hoteliers and their would-be guests.
Just remember that while you can take measures like cutting back on housekeeping services to save on energy prices, any adjustments need to be done carefully to avoid negatively impacting the guest experience.
When it came to ratings by hotel class, luxury properties performed the best with ratings ranging from 4.31 to 4.53. This probably comes as no surprise given that these types of hotels provide truly exceptional services and amenities to guests. Deluxe properties also saw high ratings.
While budget and economy hotels generally received lower ratings, there were a few notable exceptions. In both the ME/Africa and “Rest of Europe” micro-regions, budget and economy properties gained ratings of 4 or higher. This may be because guests in those micro-regions are somewhat more generous with their reviews. But it may also be an indication that hoteliers in those locations are working diligently to act on guest feedback to improve the overall experience.