What you need to know about the ‘2021 hotel reputation benchmark report’ right now

Is your property’s reputation benchmark level set against other properties in your region?

How about globally? Have you been following the same review management practices for years? Maybe you’ve spent time refining your review responses, but neglected key aspects in crafting a sustainable and data-driven strategy for your reputation management?

Don’t worry we have you! We know hoteliers care about their reviews because they know their guests care about them! That’s why we analyzed guest reviews for over 147,000 hotels in over 200 countries to compile the “2021 hotel reputation benchmark report.” We found where hoteliers were succeeding and where they needed help in their reputation management strategy. This guide will help you identify and improve those pain points, all driven by data!

We’re bringing you 5 key takeaways to improve your reputation management:

1. Guest loyalty is key

We all know that repeat customers are extremely important and that it’s less costly to keep a guest than to gain a new one. We found that 68% of travelers would feel more comfortable staying at a hotel that they’ve stayed in before. Establish a loyalty program, solicit guest feedback and meet their needs, segment your database, and prioritize guest communication; these all build the foundation for guest loyalty and will create a positive sentiment online.

2. Review volume

We saw review volume slowing year over year prior to 2020, however, the number of reviews published online in 2021 increased by 20% over 2020 volumes. This is directly related to the uplift in leisure travel. We also found more travelers are looking to online reviews during their travel search as well. This is a great time to boost your online rankings. Encourage your guests to leave online reviews. Many review site algorithms take into account both recency and volume of reviews to determine rank, so encourage your guests to share their experiences online. Hotels using Revinate also saw a 15% increase in ranking and a 409% increase in new review volume on TripAdvisor.

3. Site distribution

It’s not only what your guests are saying, it’s where they are saying it. In 2021 Google and Booking.com contributed 68.5% of the total review volume. Booking.com passed Google for volume for the second year in a row. Why is this important? Understanding where your guests are writing reviews is just as important to your management efforts as what they’re writing. Most of your guests have probably posted reviews on one or both sites. Knowing where to target your reputation management efforts, ensures you aren’t missing out on opportunities to address conversations.

4. Review ratings

Across all review sites and OTA’s, globally the average review score was 4.1 out of 5.0 with the US and Canada averaging lower than APAC and EMEA. Set your goals to reach or exceed this number to remain competitive. Revinate Guest Feedback customers can track their review rating over time and see how they compare to their goal, as well as their comp set.

5. Response rate

Make it quick. It’s not a good look to leave a poor review unaddressed or even a positive one. In 2021, the global review response rate was 33.5% with hoteliers responding to 2 and 5-star reviews the most. Your response rate is a direct reflection of your commitment to the guest experience, it shows your guests are your priority. And, there’s a way to respond to reviews to encourage repeat guests!

>Want to up your reputation management? Read the entire “2021 hotel reputation benchmark report.”