Global Hotel Reputation Benchmark Report 2017 Contents Introduction - Why is benchmarking important? - Methodology Quick Findings Global Analysis - Review Distribution by Site - Review Pace and Response Rate - Average Review Score - Established Markets: Biggest Global YOY Increase in Review Volume - Emerging Markets: Biggest Global YOY Increase in Review Volume Summary 2 Introduction Using benchmarking data, hoteliers can compare their performance to that of their competitors and identify the improvements in their assets and services that will have the most impact. With over 30,000 hotel customers all over the world, Revinate has amassed over 220 million reviews in its seven years of service to hotels—nearly 40 million of those in 2016 alone. 2 Why is benchmarking important? Benchmarking allows hotels to track their performance against the competition and set realistic and speci?c goals based on industry standards. In a 2014 study of our hotel customers, we found that hotels that set goals outperform those that don’t: The goal setters had the highest average rating and the largest percentage of online reviews. Reviews are a very important benchmark, according to a Cornell University study that found that a larger number of positive reviews correlated with increased bookings and the ability to raise rates. This report is designed to provide benchmarking guidelines for hoteliers, so they can assess and improve their own performances. Let’s look at how hotels performed historically, with insights on data from 2013 to 2016, to de?ne a strategy for 2017. 3 www.revinate Methodology In 2014, Revinate performed a deep analysis of its online review data and evaluated more than 20 million reviews from 80,000 properties in 125 countries. This report is intended to update that information, with data from over 70 million reviews published online in 2015 and 2016. 4