What's Happening?
Shiji, a global leader in hospitality technology, has released its Q3 2025 Guest Experience Benchmark report, highlighting a notable trend in the hotel industry. The report reveals that while global guest satisfaction continues to rise, 3-star hotels
are experiencing stronger growth in satisfaction compared to their 5-star counterparts. The Global Review Index (GRI) climbed to 86.8%, maintaining a positive trend since late 2022. The report also notes a 2.6% increase in global review volume year-over-year, driven primarily by a 33% increase in reviews on Google. Despite these gains, review volumes in Europe and Asia saw slight declines. The report underscores the adoption of AI-assisted response tools, which have improved average response times to 3.0 days globally.
Why It's Important?
The findings from Shiji's report indicate a shift in guest priorities, with midscale properties closing the gap with luxury hotels in terms of guest satisfaction. This trend suggests that travelers are increasingly valuing consistent service standards and may be opting for more affordable accommodations that meet their expectations. The growth in satisfaction among 3-star hotels could lead to increased competition in the hospitality industry, prompting luxury hotels to reassess their service offerings. Additionally, the rise in review volume, particularly on platforms like Google, highlights the growing influence of online reviews in shaping consumer choices. This trend could impact hotel marketing strategies and the way properties engage with guests online.
