2017全球酒店声誉基准报告（英文版）_28页_4mb

Global Hotel Benchmark Report 2017 Summary

Core Content

This report provides a comprehensive overview of the global hotel review landscape, analyzing data from 2013 to 2016 to inform hoteliers on how to benchmark their performance and improve their services. It highlights the importance of online reviews in influencing bookings and revenue, and offers actionable insights for hotels to respond effectively to guest feedback.

Main Points

• Benchmarking Importance: Hotels that set goals based on industry standards outperform those that do not. Positive reviews are strongly correlated with increased bookings and the ability to raise rates.
• Review Distribution: The top four review sites—Booking.com, TripAdvisor, Google, and Hotels.com—account for 78% of all reviews. Google has experienced explosive growth in review volume, increasing by 461% in 2016.
• Review Response Rate: Hotels that respond to reviews are 21% more likely to receive booking inquiries. A 40% response rate is recommended, as higher rates show diminishing returns.
• Average Review Scores: Average review scores are increasing globally, with all regions showing upward trends in 2016, except for China.
• Market Trends: Established markets like the United States and United Kingdom are seeing slower growth in review volume, while emerging markets are experiencing rapid increases.

Key Insights

• Booking.com is the dominant review site, with 39% of global reviews in 2016.
• Google has seen the most significant growth in review volume, surpassing Hotels.com as the third-largest review site.
• Response Rates: While response rates have increased slightly (from 25.1% in 2015 to 27.9% in 2016), they are still lagging behind the growth in review volume.
• Emerging Markets: Countries like Paraguay, Azerbaijan, and Nigeria are experiencing the fastest growth in review volume, indicating a rising trend in online feedback.

Action Items

• Prioritize Negative Reviews: Focus on responding to one- and two-star reviews with personalized and constructive feedback.
• Increase Response Rate: Aim for a 40% response rate, as it has been shown to significantly increase revenue.
• Amplify Review Volume: In emerging markets, actively ask guests for feedback to boost online review volume and improve visibility.
• Focus on Google: Given its rapid growth and influence on travel search, hotels should evaluate and respond to Google reviews.

Review Volume Growth by Market

Established Markets

• Indonesia: Fastest-growing large hotel market with a 1.4% increase in review volume.
• Mexico: Second-fastest-growing market with a 1.0% increase.
• India: Third-fastest-growing market with a 1.0% increase.
• United States and United Kingdom: Experiencing slower growth in review volume, but still have high average ratings.

Emerging Markets

• Paraguay: Highest YOY increase in review volume (17.6%) and average rating (0.5%).
• Azerbaijan: Second-highest YOY increase in review volume (2.1%) and average rating (-0.9%).
• Nigeria: Third-highest YOY increase in review volume (3.1%) and average rating (2.3%).

Conclusion

The report underscores the growing importance of online reviews in the hotel industry. As more guests share their experiences, hotels must respond effectively to maintain and improve their online presence. While established markets are reaching saturation, emerging markets present new opportunities for growth. By focusing on response rates and leveraging the influence of major review platforms like Google, hotels can enhance their performance and competitiveness.