Destinations Worldwide Struggle To Fire On All Cylinders: Some Serve Up Good Eats, Others Great Service, But All Travelers Agree That Hotel WiFi Is A Problem
Analysis Of More Than Six Million Hotel Reviews Reveal First Quarter Trends In Travelers’ Opinions And Guest Satisfaction
TrustYou, the market leader in travel data analysis and online reputation management for the hospitality and global travel industry, working in conjunction with Donna Quadri-Felitti, Ph.D., at New York University, Preston Robert Tisch Center for Hospitality, Tourism, and Sports Management, revealed first quarter trends in travel reviews and hotel guest sentiment. Among the findings: travelers enjoy better service compared to a year ago in Asia Pacific (APAC) and Europe, the Middle East and Africa (EMEA), better food was the star in North America and Internet/Wi-Fi was a global source for complaints.
price categories from TrustYou's database of more than 250 million worldwide reviews and are segmented by three regions (Asia Pacific and Europe, Middle East & Africa and North America), with analysis in each report by select countries/sub-regions and major markets within each region. The reports are available for free download here.
"Patterns have emerged that are unique to each destination's mix of hotel types, price levels andtraveler segments, so it is important for hoteliers to review what is working in their particular destination," said Margaret Ady, Marketing Director at TrustYou. "One thing is quite consistent across all markets: travelers continue to gripe about hotel Internet, even more so than price."
Many destinations throughout APAC and EMEA saw an improvement in hotel Service Scores. Popularleisure tourism destination, Malé (in the Maldives), for example, which reported an 11.6% increase in incoming tourists for the first two months of 2014, saw improvements in overall review scores (+3.3%), traveler satisfaction with rooms (+19.0%) and service (+4.7%). These were some of the biggest improvements in the aforementioned categories analyzed among all major markets in the reports.
Other destinations followed different patterns. While travelers were typically more content with servicecompared to a year ago in APAC and EMEA, there appeared to be some confusion about what to expect from the room and/or food and beverage offerings in many major markets throughout these regions. Markets including Berlin, Cape Town, Auckland and Taipei improved service from a year ago, but travelers were less satisfied with both their rooms and food.
Conversely, in North America, travelers tended to be content with food, but less impressed with servicecompared to last year. In Chicago, Los Angeles and New York, for example, travelers gave food higher scores, with improvements ranging from +1.2% to +3.8%, while service scores declined between -0.4% to -1.7%.
"Travelers demand excellent hotel experiences. In many destinations, travelers were not completelysatisfied with some aspect of their stay in the first quarter of 2014. Some hoteliers made up for these declines by offering better service. In destinations where service scores improved, it appeared to positively influence overall review scores," added Quadri-Felitti, an associate professor at NYU specializing in hotel and tourism marketing. "The analysis in these reports highlights which areas could be improved upon so that travelers become even more satisfied with their stay in the future and proves that each market is worth assessing separately."
The full reports are available for download here.
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TrustYou, the world's largest guest feedback platform, provides hotels with insights to improve their guest experience and market to future guests. Guest feedback informs 95% of booking decisions, and TrustYou's guest feedback platform incorporates hundreds of millions of hotel reviews, surveys, social comments, and direct messages through SMS, email, Facebook Messenger and more. This information is analyzed along each step of a traveler"s journey, including booking and pre-stay queries, real-time guest request, and post-stay feedback, to generate actionable insights for 500,000 hotels. TrustYou"s platform is made up of various components, including TrustYou Meta-Reviews*, verified global review summaries displayed on travel and search sites like Google, KAYAK, and Hotels.com; TrustYou Messaging, real-time guest messaging service; TrustYou Stars, an advanced guest satisfaction survey tool; TrustYou Analytics, the world"s leading online reputation management tool and the accompanying app TrustYou Radar. PMS, CRM, IBE and other hotel software providers can make use TrustYou Connect, a partner program to integrate TrustYou"s guest feedback platform with its products to help their hotel clients to positively influence every stage of the guest journey. Find more information on TrustYou and the guest feedback platform at www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor