Our partner, Shiji ReviewPro, recently released its ReviewPro Guest Experience Benchmark Report 2024, which benchmarks global trends in the guest review industry.
Here are a few enlightening takeaways our team discovered, and we’re sharing them with you.
Click here to visit the report download page.
2025 Forecast & Recommendations
- AI-powered response tools will further streamline engagement, but personalization remains critical.
- Google’s crackdown on fraudulent reviews will continue, reducing overall review volume.
- Asia & Latin America are expected to lead in engagement and satisfaction improvements.
- Hotels should focus on transparency, regional platforms, and platform-specific guest trends.
Global Travel & Review Trends
- The global travel sector continued strong growth in 2024, reaching a record $11.1 trillion in GDP contribution, about 10% of the global economy.
- Travel demand remained high across leisure, group, and business sectors, surpassing 2023 revenue levels.
- The 2024 travel industry set a new benchmark for review performance post-pandemic stabilization.
- 83 million guest mentions and 39 million reviews were analyzed from 11,200 hotels across 61 review sites and 68 languages.
Global Review Performance
- Average Global Review Index (GRI): 86.2%, with a slight decline of -1.2% from 2023.
- Review response rate: 67.4%, showing hotels’ increased commitment to guest engagement.
- Average response time: 4.0 days, a significant improvement due to AI-driven response tools.
10 Key Findings
- Mid-tier hotels showed the biggest GRI improvement.
- Global guest satisfaction steadily increased from 2022 to 2024.
- Response times improved, with positive reviews often answered in under 4 days.
- Survey engagement remains high, with 80% survey completion rates.
- Net Promoter Scores (NPS) improved, especially in Asia, reaching nearly 70.
- Cleanliness & service were the most positively mentioned aspects.
- Latin America & Africa showed notable growth in value-for-money and service.
- Review responses increased globally, with two-thirds of reviews receiving replies.
- Positive sentiment is growing, particularly on Agoda & Ctrip.
- Expedia, Hotels.com, and Agoda saw the highest GRI improvements.
Regional Insights
North America
- GRI: 85.9%
- Response Rate: 61.7%
- Response Time: 3.8 days
- Trends: Growth in guest engagement and response rate, but slight GRI decline.
Europe
- GRI: 85.3%
- Response Rate: 61.1%
- Response Time: 3.8 days
- Trends: Booking.com lost market share, while Agoda, Expedia, and Hotels.com gained.
Asia
- GRI: 86.4%
- Response Rate: 67.1%
- Response Time: 4.2 days
- Trends: Ctrip & Trip.com dominate, while Google declined due to fraud prevention.
Latin America
- GRI: 84.9%
- Response Rate: 82.0%
- Response Time: 2.9 days
- Trends: Strong growth in value-for-money & service.
Middle East
- GRI: 83.2%
- Response Rate: 56.3%
- Response Time: 4.7 days
- Trends: Lower review engagement needs improvement.
Oceania
- GRI: 85.9%
- Response Rate: 71.0%
- Response Time: 3.2 days
- Trends: Stable satisfaction, good engagement.
Africa
- GRI: 85.3%
- Response Rate: 61.1%
- Response Time: 3.8 days
- Trends: Service & value-for-money improved.
