Every year, Revinate publishes a Hotel Reputation Benchmark Report to provide the industry with actionable and comparative insights from hotels around the world. We analyzed over 147,000 hotels in 200+ countries from Revinate Guest Feedback customers so we can provide a unique review on a unique year.
Below is a snapshot of the Section 4, Hotel Review Ratings
Globally, across all review sites and OTAs, the average review rating in 2020 was 4.2 (out of 5), which is quite positive.
It was surprising that there was no significant change year over year. Despite guests receiving a diminished travel experience during the pandemic, including limited housekeeping, closed outlet and strict social distancing and mask requirements, guests didn’t let it affect their review ratings.
Revinate Guest Feedback customers can track their review rating over time and see how their rating compares to their goal, as well as their comp set.
By setting a goal, hotel staff can rally together around a common objective and celebrate as a team when reaching key milestones.
Many hotels regularly report on where they are against the goal at stand-up meetings and in monthly reports. In addition, many team members receive bonuses based on hitting the review rating goal.
Review Rating by Region
While there was a slight dip in global average review ratings in 2020, all regions still scored a 4 out of 5 or better, despite difficult conditions. Hotels in the US and Canada receive the lowest review rating, and APAC hotels received the highest. View the full report for all regional insights
Rating by Class
Class of hotel can also have an effect on overall review rating. Much like last year, luxury hotels received the highest average rating at 4.5, which means guests’ expectations are largely met at high-end hotels.
Interestingly, upper upscale hotels went from an average rating of 4.3 in 2019 to 4.1 in 2020. They were outperformed by both upscale and upper midscale hotels, which both had an average rating of 4.2
The lowest ratings are for economy and midscale hotels, which both received an average rating of 3.7. This indicates that guests at these class of hotels are not being wowed by their experience and there is an opportunity to set guests’ expectations better or improve the offering.
Download the full Marketing Reputation Report today to get the actionable insights you need to improve your hotel’s online reputation and benchmark your success. We cover 5 topics including year in review, review volume, site distribution, review ratings, and response rate.