Reputation report finds hotel facilities still the favorite review subject
Hotel reviews left by families with children increased at the fastest rate in 2017, and hotel facilities were still most the most reviewed area by hotel guests.
The 2018 China Hotel Market Reputation Report released on April 11 indicated that over 36 million reviews and 130 million comments were posted online in 2017, which means nearly 100,000 reviews were posted daily on average, up by 10.94% year on year.
The report was compiled by China Hospitality Association and Joint Wisdom, a tech firm in which Ctrip holds a 69.92% stake. It analyzes the change in the online reputation of the industry in different aspects. The report collected more than 150 million reviews from 18 mainstream review websites that involved 431,667 hotels in 2017.
In 2017, mid- and up-scale hotel consumers continued to be the most active reviewers. The proportion of hotels at different levels remained largely the same –mid- and up-scale hotels constituted 9%, up by 1%, while budget hotels accounted for 19% of total hotels. Reviews concerning mid- and up-scale hotels accounted for 46% of total comments on the 431,667 hotels, representing an increase of 6%.
In 2017, both the number of reviews and positive comments on catering, service, rates, facilities, cleanliness and location showed an upward trend. Hotel facilities remained an area of concern for guests when rating hotels.
The number of hotel reviews on facilities increased by 16.22% to more than 28 million reviews, putting it firmly in the first place as a key indicator. However, the proportion of positive comments regarding hotel facilities, at 69.13% of the total, was lower compared to other factors.
Users of different profiles have generally posted more reviews and positive comments in 2017 than the same period last year. Business travelers topped the chart with 23 million reviews, and showed the highest increase in satisfaction rate, up by 3.17 percentage points. On the other hand, the number of reviews by families grew at the fastest rate, at 48.22%. Those who traveled with friends posted the highest rate of positive comments, at 89.89%, while travelers with families posted the lowest, with only 83.63% of total comments being positive.