Review Trends in Europe, Middle East and Africa
On Tuesday, TrustYou released its first annual global reports spanning North America, Europe, The Middle East and Africa and Asia Pacific. The reports are based on an analysis of more than 14 million reviews to see what travelers around the globe had to say about their travel experiences in 2013.
You can take a look at some of the global trends from Tuesday’s blog. Today, I’d like to take a closer look at some of the review trends in Europe, The Middle East and Africa (EMEA). Keep in mind that these are only a few highlights from the global annual reports. For all the stats and insights, make sure to download the free reports here.
Hoteliers Got Better at Driving Reviews/Engaging Travelers, and It Paid Off
In EMEA, hoteliers were successful in driving more guest feedback and in responding to reviews, both of which likely contributed to higher TrustScores. Some of the winners in the report are:
Highest TrustScore: Prague
Most improved TrustScore: Milan
Highest management response rates: Cairo
EMEA Most Resistant Towards Declines in Percentage of Five-Star Reviews
Globally, major markets have seen a drop in percentage of five-star reviews; however the EMEA appears to be more resilient to this trend, with some countries like Spain, Italy and the UK posting a slight increase in percentage of five-star reviews.
Sentiment Analysis Behind the TrustScores
When it comes to satisfaction drivers, hotel Service appears to be contributing positively to the increase in TrustScores for EMEA hotel guests, while Internet, Price and Room were generally on the decline. Satisfaction scores for Internet took the biggest hit in 2013, with a 3.4% decline across major markets in this report compared to a year ago.
Source Overview: Booking.com Held the Largest Market Share
Booking.com was the largest player in EMEA in terms of volume of reviews. Nearly all major review platforms posted gains in volume of reviews compared to a year ago.
Don’t forget to download the full global reports here.