The Latest Global Hospitality Statistics

Check the latest global hospitality statistics for 2023, including review volume evolution, impact scores, and defining trends shaping the travel industry [Q1-Q4 data].

Get a full 2023 overview on key guest feedback indicators by exploring our annual report.

TrustYou Q4 2023 Global Hospitality Statistics


The Q4 2023 review volume reached 82.6% of the 2019 levels and recorded a 12.7% increase compared to Q4 2022. 


Global Review Volume Evolution Q1 Q4 2023
Global Review Volume Evolution, Q4 2019, 2021-2023

Percentage-wise, the review volume is a few points behind other international tourism indicators, a pattern we saw throughout the entire of 2023. 

According to IATA, the total air traffic ranged between 97%-99% in October, November, and December, compared to the same periods in 2019. While international traffic was still below pre-pandemic levels, domestic travel recorded a stronger performance, attributed to the increasing demand in China and holidays in the US.  

Based on the UN tourism data, the global recovery ranged between -8% to -11% in October-December 2023, against the same period in 2019, when looking at international tourism arrivals. 

#2 Positive Reviews Ratio, Steady Throughout 2023


93% of global guest reviews are positive.  


No changes to this proportion since Q1 2023. This number indicates consistency in the industry and a focus on service and quality.

Embracing Customer-First Tech in Hospitality & Tourism

Explore how the industry needs to shift its mindset, putting customer feedback at the center of its operations and leveraging technology to enhance service recovery, visitor satisfaction, and business success.

Business Traveler In Hotel Hallway With Phone

Industry Wrap-Up - Q4 2023 Global Hospitality Statistics 

#4 2023 Travel in Numbers

2023 was the year of bouncing back for many destinations with strict COVID-19 measures in place. Since the beginning of Q2 2023, when APAC also relaxed its entry policies, we saw a more even performance across various regions. 

IATA estimates that the total air traffic was at 94.1% of 2019 levels. International traffic reached 88.6% of 2019 and domestic was 3.9% higher than pre-pandemic.  

World Tourism Organization's tourism performance numbers show a similar trend in terms of recovery. Globally, international tourist arrivals were at 88%, with the best-performing months being July, September, and October (just 8% behind pre-pandemic levels). 5 subregions recorded numbers higher than pre-pandemic: North Africa, the Caribbean, Central America, Southern Europe, and the Middle East. The latter has been the leader in travel performance, with arrivals growing more than 23% compared to 2019.  

#5 State of MICE: Latest Insights Revealed in 2024 Meeting Planner Survey

Knowland.com released a recent report on the state of MICE. Here are a few key findings: 

  1. 47% of meeting planners are dissatisfied with costs, with rising F&B and AV prices being a particular challenge. This results in adopting a more cost-effective approach. 
  2. Secondary markets provide an opportunity for lower prices and a high-quality experience, as groups are relocating events to alternative markets to maintain quality and avoid moving down in chain scale. This shift presents opportunities for secondary and tertiary markets to attract new business by offering quality products, services, and attractive pricing alternatives compared with the top 25 market destinations.

While artificial intelligence (AI) and sustainability are on the radar for meeting planners, they are not yet influencing strategy to the extent that some may have expected. While planners see opportunities for AI in expected uses like event mobile apps and virtual assistants, there is not yet much excitement for AI in daily operations or game-changing digital applications. Additionally, sustainability has not yet made it into the KPIs of meeting organizers.

TrustYou Q3 2023 Global Hospitality Statistics

#1 Global Review Volume Continues to Increase


The Q3 2023 review volume reached 81.6% of the 2019 levels and recorded a 19.2% increase compared to Q3 2022. 


In Q3 2022, the review volume was 68.5% of 2019 reviews. Compared to January-March 2023, the review volume increased by 22.5%.

Global Review Volume Evolution Q3 2019 2021 2023 2
Global Review Volume Evolution, Q3 2019, 2021-2023

Other travel indicators show a similar growth pattern. In August 2023, the total amount of air travel, as measured by revenue passenger kilometers (RPKs), increased by 28.4% compared to August 2022. This represents 95.7% of the 2019 levels.

Specifically, domestic air travel in August 2023 experienced a 25.4% increase compared to the same month in 2022 and 9.2% higher than in August 2019. The strong demand for domestic flights in China mainly influences this significant growth.

For international air travel, there was a 30.4% rise compared to the same period last year and 88.5% of the August 2019 levels.

We noticed that review volume growth is slower than other indicators, such as the number of international arrivals or hotel bookings. Not all guests choose to leave reviews after their stays. Since many other tourist providers are looking for travelers’ feedback, consumers have become more selective in leaving reviews, choosing to share only the best or worst experiences they had. That’s why it’s crucial to send live or post-stay surveys to capture more of your guests’ opinions. 


35.1% of travelers reading guest feedback are not leaving reviews because they are unaware of a survey or don’t know where to leave a review.


#2 Positive Feedback Remains High


93% of global guest reviews are positive.  


In 2022, 92% of all feedback was positive. Hoteliers prove that providing a top-notch guest experience remains a top priority. 

Why You Need an AI Response Generator

Here’s how an AI response generator for your guest reviews will help you save time & money while improving the guest experience.

Front Desk Hotel Receptionist Working

Industry Wrap-Up - Q3 2023 Global Hospitality Statistics 

#4 Tech Adoption as a Way to Cope with Staff Shortages

Staff shortages are an ongoing challenge for the industry. According to a recent study by Deloitte, 53% of hoteliers are currently at 25-74% of their pre-pandemic workforce, and less than 10% expect to be completely staffed by the end of 2023.

Technology adoption plays a crucial role in minimizing the impact of labor shortages. Half of hotel respondents are implementing new technology, 43% automate repetitive tasks, and 39% upgraded the existing tech stack.  However, hoteliers are still reluctant about the existent solutions - 54% say that what’s available on the market tech-wise is not advanced enough to cover their needs.  

#5 Double-digits Growth for the Key Hotel Indicators

Amadeus recently released a report revealing that the global hotel occupancy rate is 10% higher compared to 2022, and the growth will continue by the end of the year.  

The global RevPAR (revenue per available room) increased by 17%  (January - September 2023) compared to last year. France registered the highest growth in RevPAR - 123%

#6  Today’s Guests Expect a Connected, Seamless Hotel Experience

A recent report by Hospitality Planet looks at key traveler behaviours from pre- to post-stay. Here are a few key findings: 

  • 49% of guests would choose to be checked-in by the staff, 32% prefer a self check-in on a personal device, and 15% - a self check-in available at a hotel kiosk. 
  • Only 37% of returning guests say their info is saved in the hotel system. For those choosing to rebook, discounts (48%) are the most important reward, followed by loyalty points (40%).  
  • 56% of respondents consider WiFi as the most vital service. Globally, 55% prefer to have access to an open WiFi.  

TrustYou Q2 2023 Global Hospitality Statistics

#1 Global Review Volume Getting Closer to 2019 Levels


The Q2 2023 review volume reached 86.3% of pre-pandemic levels and recorded a 19.6% increase compared to Q2 2022. 


In Q2 2022, the review volume was 72.1% of 2019 reviews. Compared to January-March 2023, the review volume increased by 32.4%.

Global Review Volume Evolution Q2 2019 2021 2023
Global Review Volume Evolution, Q2 2019, 2021-2023

The global review volume is in line with other travel indicators. The International Air Transport Association (IATA) estimated that global air traffic reached 90.5% of pre-pandemic levels in April 2023 and 96.1% in May 2023. Domestic traffic has fully recovered and showed a 2- to 3% increase compared to 2019. 

Other indicators have even surpassed pre-pandemic levels. Every month,Skift calculates a Travel Health Index to assess the sector’s progress. It’s based on 84 key measurements from 22 data partners, including TrustYou. In April 2023, it was the first time that the travel health index reached pre-pandemic numbers. In June 2023, the index surpassed the 2019 level. 

This progress is attributed to China’s comeback to the travel scene, various global celebrations, especially in April, and the beginning of the vacation season.

#2 Positive Feedback is Steadily High


93% of global guest reviews are positive.  


In 2022, 92% of all feedback was positive. Hoteliers prove that increasing guest satisfaction and experience remains a top priority.

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With TrustYou’s responseAI, you can reduce your reply efforts by up to 75%.

Whether you are looking for ways to reply to more positive reviews or address the issues flagged by your guests, TrustYou’s new feature, responseAI, will help you respond efficiently and genuinely. With our latest feature, you can reduce the time spent replying to reviews while keeping that human touch. responseAI is smart enough to detect a positive or negative review, personalize the message, translate, and just like that - it's ready to review and send!

Q2 2023 Hospitality At A Glance

Q2 2023 Hospitality at a Glance

All you need to know about how hospitality evolution - in one page. Access our exclusive infographic summarizing global and regional review volume, categories impacting performance, and review sources.

Industry Wrap-Up - Q2 2023 Global Hospitality Statistics 

#4 International Tourism Contribution to Reach 95% of 2019 levels by the end of 2023

The latest forecast by the World Travel & Tourism Council estimates that the sector’s contribution to the GDP will reach $9.5 TN, with 34 countries already surpassing pre-pandemic levels. The same recovery percentage is expected for the hospitality job sector.  

#5 Leveraging Google’s New Tools: GA4 and Performance Max

Holding more than 90% of the search market share, Google is undeniably an essential platform for the travel industry. 

Two major tools that impact the industry have been released this year - PerformanceMax for the advertising side, and Google Analytics 4 (GA4) for the analytics side. 

PerformanceMax is a tool powered by AI that enables hotel marketers to generate ads in various formats and expand their reach to a larger audience across Google’s platforms. Google claims that Performance Max can increase the conversion rate by 18%, compared to other traditional formats at the same cost. From the first results reported by Google, a hotel in Greece increased its revenue by 32% and its direct bookings by 26% after using PerformanceMax for one month.

While PerformanceMax is especially relevant for hotels, GA4 affects every business worldwide. The official release was on July 1st, with companies preparing for the transition at least a few months earlier. Replacing Universal Analytics, GA4 approaches the user’s journey differently, offering event-based insights into how they interact with your platform.  

Whether you’re a hotel, OTA, or destination - configuring GA4 properly is essential for getting more insights into your visitors’ journeys, improving their experience, and increasing conversions.  

#6 How Consumers Decide to Travel and Book - Insights from Expedia’s Research

Expedia’s latest report provides valuable insights for the travel industry into how consumers are planning and booking their trips. Here are a few key findings: 

  • 45 days before booking, travelers view, on average, 141 pages of travel content
  • The top three types of resources used by travelers in their decision-making process are OTAs  - used by 80%, search engines - 61%, and social media  - 58%
  • When looking for inspiration, these are the top three resources travelers access: Social media - 77%, Travel blogs & review websites -  49%. Destination’s website - 45%

TrustYou Global Hospitality Statistics Q1 2023

#1 Global Review Volume Growth Continues in Q1 2023


Q1 2023 review volume reached 80.2% of the pre-pandemic level and recorded a 31.7% increase compared to Q1 2022.  


In Q1 2022, the review volume was 60.8% of 2019 reviews. At this accelerated pace, the review volume could surpass pre-pandemic numbers by the end of 2023.

Global Review Volume Evolution Q1 2019 2022 And 2023
Global Review Volume Evolution, Q1 2019, 2021-2023

Looking at the numbers provided by leading travel and tourism organizations, we see that review volume aligns with other recovery indicators. IATA reported that global air traffic was 84.2% in January and 84.9% in February 2023 of 2019. China’s decision to scrap the Zero-COVID policy mainly contributed to this growth.  
Other indicators show a strong beginning. Based on Key Data's latest insights, the global ADR for Q1 2023 increased by 3.4%, occupancy by 17.6%, and RevPar by 21.6%.

#2 Positive Feedback is Steadily High


93% of global guest reviews are positive.  


In 2022, 92% of all feedback was positive. Hoteliers prove that increasing guest satisfaction and experience remains a top priority in the post-pandemic scene.   

A Live Survey Solution is a great way to reduce negative feedback. With an on-site survey, hoteliers can solve issues on the go, increasing guest satisfaction and preventing negative reviews.

Q1 2023 Hospitality

Q1 2023 Hospitality at a Glance

All you need to know about how hospitality evolution - in one page. Access our exclusive infographic summarizing global and regional review volume, categories impacting performance, and review sources.

Industry Wrap-Up - Global Hospitality Statistics Q1 2023

#4 Travelers Still Look for Health & Safety Measures and Flexible Options

Criteo surveyed more than 12k travelers globally to see how they want to plan their travel experiences and what they expect from the travel industry in 2023. Here are a few findings: 

  • Travel budgets don’t shrink this year. Despite the price surge, travelers aren’t reducing their travel budgets in 2023. Instead, they are looking for ways to optimize their costs by paying more attention to deals and loyalty programs. Our analysis of 29.9 million guest reviews also confirms that price is on the top agenda for travelers.  It’s the second factor that can bring lower ratings for a hotel, with guests more inclined to leave negative reviews when unsatisfied with the value or if an accommodation charges WiFi costs.  
  • Travelers still appreciate health & safety measures despite most of the world reopening. Our Q1 2023 analysis confirms these findings. Room maintenance and cleanliness are among the key features most likely to bring lower scores to a hotel. 

Keeping Up with the Ever-Changing Guest Expectations

Jurys Inn started to use TrustYou at a very challenging time for the industry. During COVID-19, the platform allowed them to monitor their guests’ needs, identify new trends, and keep up with the evolving expectations around cleanliness.

Client Success Story Alex Hannon Jurys Inn
  • Flexibility is key. 59% of travelers consider the free cancellation policy when choosing a travel service, and 42%  the refund options. 
  • A rising preference for seamless and customized vacations. In January 2023 only, the conversion rate for package tours grew by 96% compared to 2022 and 105% compared to January 2020, just before the lockdowns. 

#5 Who Are Modern Travelers and How Will They Evolve in the Next Decade? 

At the beginning of 2023, Amadeus launched a comprehensive research report on the behaviors that will define travel in the next decade. 

Amadeus Traveler Tribes Report 2023
2033 Traveler Tribes, source: Traveler Tribes 2033 Report

Based on more than 10.3k survey replies, Amadeus identified four types of travelers: 

  • Pioneering Pathfinders - earning a higher-than-average income, most of the Pioneering Pathfinders are either Millenials or Gen Zs. They are calculated risk takers - not afraid of trying new things as long as they’ve done their research. This tribe is driven more than others to prioritize sustainability over comfort when traveling.  
  • Excited Experientialists - most travelers from this group don’t live with children and have a medium to high income. They base their traveling decisions on YOLO (You Only Live Once), often acting instinctually than rationally. They are comfortable with ambiguity and rely less on technology to manage their plans.  
  • Memory Makers  - Gen X and Baby Boomers are among the most prominent age groups in this tribe, with low to medium incomes. Memory Makers are characterized by stability and are the most worried about change.  Regarding technology, they use the essentials and are not as excited as other tribes about innovations or apps.
  • Travel Tech-fluencers - these are Millenials or Gen Zs currently traveling for business purposes, with medium income. Their lifestyle is tech-driven, with most tech-fluencers owning a VR, using cryptocurrency, or using a wellness app. In 10 years, they plan to travel less for business and be among the first to try new ways of experiencing trips.
Happy Senior Woman Enjoying In Online Booking With Her Daughter In A Cafe.
How Different Generations Interact with Guest Reviews

TrustYou’s latest consumer research reveals how hotels and destinations can adapt their offering for younger and older travelers.

Use Guest Reviews to Attract More Happy Travelers

Happy travelers spend more, book again, and promote your brand.  How do you increase your visitors' satisfaction as a hotel, destination, or booking platform? 

TrustYou offers a powerful tool for the hospitality industry that helps attract more visitors and improve guest satisfaction. With the help of our all-in-one reputation management platform, you can collect and analyze feedback from guests, identify improvement areas and address issues promptly. This leads to increased guest satisfaction, positive reviews, and, ultimately, more bookings. Our guest experience solution platform allows you to engage with guests before, during, and after their stay, fostering a sense of connection and building trust. 

Get Your Demo with TrustYou

See an overview of the world’s leading all-in-one platform, including reputation management, review marketing, and guest surveys. You’ll see firsthand how to make better business decisions for your organization, earn trust, and succeed.

The Worlds Leading All In One Platform For Hospitality

*The requested Q1 2023 top and bottom Impact Scores reflect the main semantic categories. 

** Q1 2023 Impact Scores and Review Volume were requested at the beginning of April 2023. Due to the dynamic nature of the database with reviews and hotels being updated, the numbers may vary if data were requested at an earlier or later stage.

***the report includes rounded numbers for a clearer data representation. 

Catalina Brinza

Catalina is a social media and data enthusiast. At TrustYou, she's on a mission to bring the most out of travel and hospitality data. One day, she hopes to experience Japan's culture to its fullest.

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