Dubai Market Snapshot: Trends in Hotel Reviews
Travelers Visiting Dubai Are Writing More (But Less Positive) Reviews
More reviews, yet marginally lower scores are the latest findings that compare user-generated hotel reviews so far in 2013 compared to the equivalent time frame a year ago. The findings are based on a random sample of more than 45,000 reviews of hotels in Dubai from across 250-plus sources. Review scores are based on TrustScore, TrustYou’s aggregate score out of 100, pulling from all reviews written worldwide.
The full market snapshot, including additional insights and trends in hotel reviews is available for free download here.
Dubai Travelers Writing More Reviews Across All Key Review Platforms
Travelers write 59% more reviews compared this same time last year. Contrary to what we have seen in some other regions of the world (in the US, for example), reviewer fatigue is certainly not setting in. Booking.com is the top source on which travelers write reviews, however, the volume of reviews on TripAdvisor is growing at a rapid pace (80% increase vs. a year ago).
Travelers Give Fewer Glowing Reviews
While overall scores remain relatively unchanged (89.7 vs. 89.9), hotels in Dubai are receiving fewer 5-star reviews compared to a year ago. This is likely due to the increasing influence of/trust in reviews. Prior to booking, consumers read reviews from fellow travelers and set expectations accordingly, making it more difficult for hotels to really surprise and ‘wow’ guests.
Hoteliers Are Better At Responding to Travelers
Management response rates have increased by nearly 13%, sending travelers a clear sign that they are being heard. This may eventually lead to an improvement in TrustScores for Dubai in the near future: engaging guests directly helps build credibility and trust among travelers reading reviews.
Internet (Hotel WiFi) And Price Are A Pain Point For Travelers Visiting Dubai
Guests are least satisfied with hotel Internet and hotel prices in Dubai. Not only do these guest satisfaction drivers receive the lowest scores, but they have also posted the largest percentage declines compared to a year ago.
The full market snapshot, including additional data and insights is available for free download here.
Photo Source: Flickr