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Web capture – North America

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These benchmarks focus on North America’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 by hotel class – North America

The decline in number of reviews did not change for hotel class, with luxury hotels seeing a 16% drop.

Hotel review response rate

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

Revinate allows us to keep our resort top of mind with potential guests and makes the booking process quick and easy.

Brent Graef
General Manager
Ambiente™ Sedona, A Landscape Hotel

With Revinate, the Ambiente™ Sedona staff acheived a lifetime direct revenue of $780,000 via the email channel alone.

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Hotel review response rate by room count – North America

All hotel sizes saw a small to moderate gain YoY in review response rate.

Hotel review response rate by hotel class – North America

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

Top review sites – North America

Google, Expedia, and Booking.com comprised over 65% of the reviews in North America.

Revinate helped position Ambiente™ Sedona as a frontrunner in the adults-only hotel market – ensuring that the hotel remains top of mind for potential guests.

Average hotel rating

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

Average hotel rating by room count – North America

It was the larger hotels that contributed to the improvement in hotel ratings in North America.

Average hotel rating by hotel class – North America

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

Revinate has greatly improved our email marketing with the ability to connect our to our customer database and create guest segments.

Misty Moore
Director of Sales and Marketing
The Inn @ Northrup Station

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.