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Web capture – EMEA

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These benchmarks focus on EMEA’s web capture channel for reputation management and cart abandonment.

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Reputation management

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Cart abandonment

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Web capture: introduction

Guest data from across your online footprint

The web capture channel represents how well hoteliers collect and activate guest data from across the web, including their own website, OTAs, and review sites. Knowing how guests perceive their experiences can help hoteliers make enhancements to manage their online reputation, improve the guest journey, and experience fewer website abandonments and more rescued shopping carts.

Messaging Channel North America - Revinate

Reputation management

Feedback is a gift that can result in more revenue

Guests have opinions about their stays and are willing to share them – typically on a review site. Since reviews are one of the top factors for booking decisions, savvy hoteliers know to monitor those sites and respond. Not only does this allow the property to help rectify any negative experiences, it also shows potential bookers that the hotel cares about the guest experience.

Hotel review volume

Reviews declined by roughly 15-20% YoY across all regions, with APAC seeing the biggest drop. (Data may deviate slightly from previous reports due to refined methodologies.)

Hotel review volume – EMEA

In EMEA, all micro regions saw a decline in number of reviews YoY, with DACH seeing the highest decline. (Data may deviate slightly from previous reports due to refined methodologies.)

Hotel review volume by hotel class – EMEA

The decline in number of reviews did not change for hotel class, with upper midscale hotels seeing a 19% drop.

With Revinate, we finally have a solution for modern guest marketing that leverages data and provides the reporting and analytics to continually measure success and improve.

Madeleine Rohde
Head of Marketing, MOA Group

Hotel Heidegrund, one of the MOA Group properties, has achieved close to €100K in revenue from just four automated campaigns.

Read the full customer story

Hotel review response rate

Review response rate grew slightly YoY, with North America gaining 10%, lifting the global average by 5%.

Hotel review response rate – EMEA

Across EMEA, most major regions saw slight gains except in Scandinavia, which experienced a slight dip.

Hotel review response rate by room count – EMEA

Almost all hotel sizes saw a slight gain YoY in response rate, with only the largest hotels seeing no change.

Madeleine sums up her experience with Revinate, saying, “With Revinate Marketing and Guest Feedback, we can deliver a consistent guest journey, from booking to check-out and beyond. And, in the process, we have driven more revenue than we ever thought possible.”

Hotel review response rate by hotel class – EMEA

All hotel classes followed the trend and improved on review response rate marginally.

Top review sites – EMEA

Google, Booking.com, and Tripadvisor comprised over 85% of the reviews in EMEA.

Average hotel rating

Globally, all regions remained static in their hotel rating, with APAC eking a tiny improvement YoY.

Revinate Marketing has not only paid for itself in bookings but, more importantly, has strengthened the bond between our customers and the hotel.

Sandrine Versavel
Director of Sales and Marketing
Botanic Sanctuary Antwerp

With Revinate, Botanic Sanctuary Antwerp has driven more than €200k in direct revenue in the last year and achieved their goal of personalized communications.

Read the full customer story

Average hotel rating – EMEA

Across EMEA, hotel ratings were the same YoY except in UKI and Middle East-Africa, which improved slightly.

Average hotel rating by room count – EMEA

It was the smaller hotels that contributed to the improvement in hotel ratings in EMEA.

Average hotel rating by hotel class – EMEA

Looking at reviews by hotel class shows a nominal improvement YoY for hotel ratings.

My job is all about driving revenue, and the most profitable source of revenue is direct bookings. Revinate is my secret weapon in driving direct bookings, helping me increase revenue by almost 200%.

Laura Cherrington
Director of Sales & Marketing
Billesley Manor Hotel & Spa

Cart abandonment

Don’t let potential revenue leave your site

Guests abandon shopping carts for all sorts of reasons, even when they’re so close to booking. Guests get distracted by notifications, they want to confirm plans with someone, or they want to compare prices, just to name a few reasons. But that doesn’t mean they can’t be won back with a carefully timed email. Check out how shopping cart abandonment campaigns performed last year.