Review Statistics Every Hotelier Needs to Know in 2024

Guest reviews serve as powerful business tools for hotels. Although this fact has been affirmed by numerous experts in the hospitality industry, some business owners and hotel managers remain uncertain about whether they should invest their time and resources in enhancing their review collection process.

In this blog, we will delve into the review statistics every hotelier needs to know in 2024, a collection of firsthand data we've gathered concerning the sentiments of hoteliers toward online reviews. These insights will not only assist you in improving your online reputation but also in optimizing your operations to ensure optimal guest satisfaction.

How important are guest reviews to you?

The majority sentiment among hoteliers is clear – 86% consider guest reviews to be very important. This underscores the industry's heightened awareness of the impact customer feedback can have on reputation and future business. Despite this, it's interesting to note a minimal number of hoteliers, at 2%, still see guest reviews as an unimportant element of marketing in hospitality.

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Does your hotel respond to online reviews?

Engaging with online reviews has become a standard practice, especially for top hotel review platforms like Google, Booking.com, and Tripadvisor. According to our research, 73% of hoteliers claim to respond to nearly every online review. This emphasizes the industry's commitment to active participation in the digital conversation. On the flip side, a mere 9% choose not to reply at all, reflecting the prevailing acknowledgment of the importance of guest interaction.

How quickly do you respond to online reviews?

Promptness in response is crucial in the digital age. An impressive 4 out of 5 hoteliers respond to their online reviews within a single day, demonstrating a commitment to timely communication. Furthermore, a staggering 97% manage to reply within one week, highlighting the industry's dedication to maintaining a responsive online presence.

Do you believe that responding to negative guest reviews can impact potential guests' perceptions of your hotel?

A TripAdvisor study reveals that 89% of users said a thoughtful response to a negative review improved their impression of a business. Fortunately, hotel managers have the same opinion on this.

A resounding 4 out of 5 hoteliers firmly believe that responding to negative guest reviews can significantly impact potential guests' perceptions of the hotel. This recognition of the power of online reputation management is driving proactive responses to criticism and complaints.

What is your target response rate for negative online reviews?

Negative reviews can be used to attest to the legitimacy of your business. According to Trustpilot, online reputation is not just about positive reviews. In fact, showcasing honest, unbiased reviews is the perfect way to demonstrate transparency and nurture trust.

4 out of 5 hoteliers respond to every negative online review, showcasing a proactive approach to addressing and mitigating issues. Only 5% choose not to respond to negative reviews at all, reinforcing the industry's recognition of the importance of turning negatives into positives.

What is your target response rate for positive online reviews?

C-level executives in the hospitality industry verified that positive reviews are an effective way to increase your revenue. As positive reviews accumulate, hotels can witness an increase in bookings and, consequently, higher occupancy rates.

Fortunately, most hoteliers know the power of positive reviews. 3 out of 4 hoteliers respond to every positive online review, expressing gratitude and fostering a positive relationship with satisfied guests. Remarkably, only 4% do not reply to positive reviews at all, showcasing a widespread commitment to guest appreciation.

How many staff members at your hotel are tasked with responding to customer reviews?

Staffing strategies for review management exhibit variation, as 31% of hotels designate only one staff member exclusively for responding to online reviews. This insight provides a glimpse into the internal structures employed by hotels to efficiently handle reviews.

Notably, in an era where the demand for prompt and personalized responses is crucial, incorporating technological solutions can significantly enhance the productivity of your hotel staff. Automating routine aspects, such as writing review responses with MARA AI, allows your team to focus on more strategic and guest-centric tasks, ultimately elevating the overall guest experience.

How much time do you typically spend responding to each online review?

Time investment in crafting responses varies, with one out of four hoteliers dedicating at least 4 minutes per review response. This statistic provides insight into the thoughtful approach many hoteliers take to ensure personalized and meaningful interactions.

Personalization is definitely a good thing, as 90% of leading marketers say personalization significantly contributes to business profitability. However, without proper writing and review management tools, this process can hinder you from achieving a high response rate, resulting in a decreased online reputation.

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How much time do you usually spend each week answering guest feedback?

The dedication to managing guest feedback becomes more apparent when considering the weekly time investment. A noteworthy 9% of hoteliers demonstrate a particularly high commitment, dedicating over 8 hours weekly to respond to online reviews. Additionally, a substantial 44% of respondents allocate a minimum of 1 hour per week to this task, emphasizing the industry's collective acknowledgment of the paramount importance of actively engaging with guests.

This strategic allocation of resources not only signifies a commitment to ensuring guest satisfaction but also reflects the industry's proactive stance in addressing and addressing guest concerns and feedback in a timely and attentive manner.

How do you write your responses?

The approach to response writing varies, with 3 out of 5 hoteliers still responding to every guest review manually. However, a notable shift is occurring, with 1 out of 4 hoteliers leveraging AI, such as MARA, to streamline and enhance their review responses.

The integration of AI in the hospitality industry is becoming a norm these days, as 60% of hotels and 70% of travel agencies plan to fully incorporate AI tools in the upcoming years. To see the AI solutions being used by hotels these days, read our The Future of Hospitality Industry: Integrating AI into Hotels and Restaurants.

How much time do you think you could save replying to 10 customer reviews using AI Assistants like MARA?

The integration of AI is no longer a futuristic concept; it has become a tangible reality for many hoteliers. Remarkably, 1 out of 3 hoteliers acknowledges saving more than 3 minutes per review reply with the assistance of AI, exemplified by platforms like MARA.

MARA, with its advanced features, stands out in revolutionizing the efficiency of review responses. It operates at 3x the speed of manual writing, ensuring a rapid yet personalized engagement with guests. Achieving a 100% response rate, MARA has been thoroughly verified to reduce response times and costs, offering a seamless and effective solution for hoteliers. With the ability to respond with a personal touch and skip generic templates, MARA provides a unique and tailored approach to each review. The user-friendly interface of this software further enhances its appeal, making it an accessible and practical tool for hotel staff.

Incorporating MARA into the review response process, not only significantly boosts efficiency, but it also liberates hotel staff to concentrate on other critical aspects of guest satisfaction, contributing to an elevated overall guest experience. To see how MARA AI can boost your online reputation and attract more guests, register for a FREE ACCOUNT today.

Are you actively gathering Google Reviews from your guests?

Google holds significant power for businesses, particularly in the hospitality industry. To begin with, the Google Business Profile empowers businesses to appear prominently in relevant Google Web and Google Maps searches, linking nearby guests directly to your establishment. In addition to this, the platform provides businesses with the capability to enable features such as Google Messages, Reserve with Booking, Multi-property management, and more.

The emphasis on Google reviews persists as a key focus for many hoteliers, with 71% proactively collecting reviews on this platform. This aligns seamlessly with the escalating influence of Google as a primary source of information for potential guests.

Have you ever tried to delete a negative Google Review?

While business owners and hotel managers cannot directly delete a negative Google Review, they can flag such reviews and request Google to assess them in accordance with their guidelines. According to our research, 2 out of 5 hotels admit to having attempted to delete a negative review from Google. This statistic underscores the persistent challenges associated with maintaining a positive online image.

It's essential to note that, rather than attempting deletion, responding to negative reviews presents an opportunity to address concerns directly. This proactive approach not only showcases responsiveness but also provides potential guests with insights into your commitment to guest satisfaction. By acknowledging and addressing concerns publicly, hotels can demonstrate their dedication to continuous improvement, potentially mitigating the impact of negative reviews on the perception of prospective guests.

Do you respond to Expedia reviews?

A significant majority of respondents, comprising 83%, affirm that they actively respond to Expedia reviews. This proactive engagement with feedback on the Expedia platform underlines the industry's commitment to addressing and acknowledging guest experiences on widely recognized travel platforms.

By responding to Expedia reviews, hoteliers not only showcase their responsiveness and dedication to guest satisfaction but also contribute to building a positive online reputation, influencing potential guests who often rely on these reviews when making their booking decisions.

How important are traditional guest surveys today?

Even with the plenitude of online reviews, a surprising 83% of hoteliers still believe that traditional guest surveys are valuable. This reaffirms the enduring significance of more structured and targeted feedback collection methods.

How our 2024 hotel statistics data was collected:

Our data collection process was conducted through polls administered among hoteliers via LinkedIn. To ensure a broad and diverse representation, we implemented a non-selective approach, refraining from categorizing respondents based on factors such as region, age, or specific hotel characteristics.

This unbiased methodology aims to capture a comprehensive perspective from hoteliers across different backgrounds and contexts, providing a robust foundation for the insights shared in this article.

Final Thought

The landscape of hotel reviews in 2024 is dynamic and ever-evolving. Embracing this change and leveraging AI tools can be instrumental in staying ahead in the competitive hospitality industry. As hoteliers navigate the intricate world of guest feedback, being armed with these key statistics can serve as a roadmap to success, ensuring a positive online reputation and enhanced guest satisfaction.

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