What's Happening?
Shiji, a global leader in hospitality technology, has published its Q3 2025 Guest Experience Benchmark, highlighting a continued rise in global guest satisfaction. The report, which draws on millions of
guest reviews from hotels worldwide, reveals that 3-star hotels have shown the strongest growth in satisfaction, doubling the pace of 5-star properties. The Global Review Index (GRI) climbed to 86.8%, maintaining a positive trend that began in late 2022. Review volumes increased by 2.6% year-over-year, driven primarily by Google, which expanded its market share across Latin America, Asia, Europe, and Oceania. Despite global gains, review volumes in Europe and Asia saw slight declines. The report also notes improved average response times, now averaging 3.0 days globally, compared to 4.7 days in Q3 2023, reflecting the adoption of AI-assisted response tools.
Why It's Important?
The findings from Shiji's report are significant for the hospitality industry as they indicate shifting guest priorities and satisfaction trends. The growth in satisfaction among 3-star hotels suggests that midscale properties are closing the gap with luxury hotels, which could lead to changes in how hotels market themselves and prioritize guest services. The increase in review volumes, particularly through Google, highlights the growing importance of online platforms in shaping guest perceptions and feedback. Improved response times demonstrate the industry's adaptation to technology, enhancing guest engagement and satisfaction. These trends could influence hotel management strategies and investment decisions, impacting the competitive landscape of the hospitality sector.
What's Next?
As guest satisfaction continues to rise, hotels may focus on further improving service standards and leveraging technology to enhance guest experiences. The ongoing expansion of Google as a review platform could lead to increased competition among hotels to maintain high satisfaction scores. Hoteliers might invest more in AI-assisted tools to streamline guest interactions and feedback management. Additionally, the industry may see a shift in marketing strategies, with midscale properties emphasizing their growing appeal to travelers. Stakeholders will likely monitor these trends closely to adapt their operations and maintain competitiveness in the evolving hospitality market.
Beyond the Headlines
The report underscores the ethical and operational implications of technology adoption in the hospitality industry. As hotels increasingly rely on AI-assisted tools, there may be concerns about data privacy and the human touch in guest interactions. The shift in guest satisfaction trends also raises questions about the sustainability of luxury hotel models and the potential for democratizing high-quality service across different property categories. These developments could lead to long-term shifts in industry standards and guest expectations.
