At Revinate, we love our data. This year, we’ll be trying something new. Each quarter, we’ll give you up-to-date reputation benchmarks to help you stay ahead of your competition. If you haven’t read Revinate’s fourth annual hotel reputation benchmark report, take a moment to read the in-depth research it contains.
Overall, hoteliers responded to 22% more reviews than they did in Q1 of 2018, increasing from 28.4% of reviews to 34.6%. That’s an impressive increase! We’ve been championing the importance of these responses for years, and it’s clear that hoteliers are finding value in not only paying attention to online reviews, but also publicly responding to guests.
When we look at the data by region, the US and Canada (27% growth) and APAC (24% growth) were the biggest winners. Latin America, Europe, and the Middle East and Africa each grew by between 17-19%.
We recommend that hoteliers respond to all 1-star and 2-star reviews, and some of the 5-star reviews and a few of the reviews in between. We’ve outlined why these responses are important before. We’re happy to report that 1-star and 2-star reviews are the most responded to globally at 36.5% each.
We also looked at review site volume to help you understand where travelers are going to find and leave their reviews of your hotels. As we noted in our report, Google made massive gains last year to take the top spot and that trend is continuing into Q1 of 2019. Another interesting trend is the consolidation of reviews into only the top three sites. Those top three: Google, Booking.com and TripAdvisor represent 83.29% of online reviews. Hoteliers should consider strategies to boost the volume and quality of reviews on these sites, including taking advantage of Revinate Reputation, which allows you to solicit feedback from your guests and encourage them to publish those reviews to Google or TripAdvisor.
For a more in-depth look back at trends for 2019, be sure to read the full report.