What Guest Reviews Tell Us About Hospitality in 2024

Click for vlog

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

1. Mid-tier hotels showed the biggest GRI improvement.
2. Global guest satisfaction steadily increased from 2022 to 2024.
3. Response times improved, with positive reviews often answered in under 4 days.
4. Survey engagement remains high, with 80% survey completion rates.
5. Net Promoter Scores (NPS) improved, especially in Asia, reaching nearly 70.
6. Cleanliness & service were the most positively mentioned aspects.
7. Latin America & Africa showed notable growth in value-for-money and service.
8. Review responses increased globally, with two-thirds of reviews receiving replies.
9. Positive sentiment is growing, particularly on Agoda & Ctrip.
10. 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.