Shiji-ReviewPro Guest Experience Benchmark Report Q3 2023: Key Insights

The Q3 2023 Guest Experience Report by Shiji-ReviewPro presents a comprehensive analysis of more than 3.3 million reviews from 9,500 hotels across 73 countries and 71 cities. This report provides a global and regional overview of hospitality industry performance, focusing on key metrics such as the Global Review Index (GRI), review volume, and management responses.

Key Findings

1. Score Recovery: Hotels continue to recover following the pandemic, albeit with a slight setback. The global GRI rose by 1.2 points compared with Q3 2022, reaching 85.4%. Four-star hotels showed the greatest improvement.
2. Review Volume: Global review volume grew by 15% compared with the same quarter in 2022. Asia-Pacific and Latin America & the Caribbean recorded the largest increases.
3. Review Sources: Booking.com and Google generated more than 70% of reviews. However, Booking.com saw its market share decline by 8.5 points year on year.
4. Source Indexes: Ctrip and Trip.com achieved the highest source indexes, while Booking.com recorded the lowest.
5. Semantic Analysis: Of nearly 10 million mentions in review comments, 74.3% were positive. There were significant disparities among review sources, with Ctrip and Trip.com reporting a higher proportion of positive mentions.
6. Management Responses: Hoteliers responded to 62.5% of reviews, representing a 3.3% increase from the previous year. Five-star hotels had the highest response rate.
7. Response Time: On average, hotels took 3.5 days to respond to positive reviews and 4.6 days to respond to negative ones.

The report reveals a positive trend in the hospitality sector’s post-pandemic recovery, although it faces challenges such as online reputation management and responding to reviews. The importance of platforms such as Booking.com and Google highlights the need for a strong online presence. In addition, growth in the Asia-Pacific region underscores a shift in global travel patterns. From my perspective, these findings underline the importance of guest experience management centred on data analysis and actively responding to reviews. Adapting to evolving guest expectations and continually improving service quality will be crucial to success in the post-COVID era. The ability to respond effectively and promptly to reviews, particularly on dominant platforms, is a key indicator of a hotel’s commitment to the guest experience. Furthermore, variation in source indexes across different platforms suggests that hoteliers should diversify their approach to review and online reputation management. Given the detailed information in the report, I have added some tips and recommendations for hotels seeking to optimise their performance and manage their online reputation effectively:

1. Focus on Service Quality and the Guest Experience

• Prioritise Service Excellence: As hotel scores improve, it is crucial to maintain and continually enhance service quality.
• Personalise the Guest Experience: Segment guests and tailor services to their needs and preferences.

2. Strategic Online Review Management

• Monitor and Respond to Reviews: Responding to 62.5% of reviews is a good start, but striving to respond to an even higher percentage could set a hotel apart from its competitors.
• Response Time: Improve response times to reviews, particularly negative ones, to demonstrate a commitment to guest satisfaction.

3. Diversify Your Presence Across Review Platforms

• Balance Your Online Presence: Although Booking.com and Google are dominant, it is important to maintain an active presence across multiple platforms to reach a broader audience.
• Focus on Platforms with High Source Indexes: Consider platforms such as Ctrip and Trip.com, especially for specific markets such as Asia.

4. Data Analysis and Guest Feedback

• Use Analytical Tools: Use semantic analysis tools to better understand trends and common themes in reviews.
• Act on Feedback: Implement changes based on guest feedback to drive continuous improvement.

5. Staff Training and Development

• Continuous Training: Invest in staff training to improve service quality and the management of the guest experience.
• Empower Staff: Foster a guest service culture in which every employee feels responsible for guest satisfaction.

6. Sustainability and Climate Change Adaptation

• Consider Environmental Impact: Adopt sustainable practices to address climate concerns affecting travellers.

In conclusion, the Shiji-ReviewPro Q3 2023 report offers valuable insights for hoteliers seeking to optimise their post-pandemic performance, highlighting the importance of strategic and proactive online reputation management.