What's Happening?
HotScore Analytics, a hospitality data and research unit of the Hotel & Tourism Investment Forum (HTIF), has reported a third consecutive year of improvement in hotel service quality in Bulgaria. This
assessment is based on the HotScore™ Index, a data-driven benchmark for hotel guest satisfaction. The 2025 index analyzed over 500,000 verified guest reviews from international platforms, covering more than 1,200 hotels. The average HotScore™ for the top 100 hotels in Bulgaria increased from 81.55 to 81.99, indicating sustained quality improvements despite competitive pressures. The HotScore™ Index is calculated using proprietary algorithms and artificial intelligence, aggregating guest reviews into a standardized quality index. The project is co-financed by the European Union under the Innovation and Competitiveness Operational Programme.
Why It's Important?
The sustained improvement in hotel quality as reported by HotScore Analytics is significant for the hospitality industry, particularly in Bulgaria. It highlights the effectiveness of data-driven approaches in enhancing service quality and competitiveness. The HotScore™ Index provides objective, comparable performance data, which is valuable for investors and Destination Marketing Organizations (DMOs) in making informed decisions. The international expansion of the HotScore™ methodology, validated by a pilot study in Paris, demonstrates its scalability and potential for broader application across European markets. This could lead to improved service standards and increased competitiveness in the hospitality sector, benefiting both consumers and businesses.
What's Next?
HotScore Analytics is in discussions with multiple DMOs to deploy similar hotel rankings and quality benchmarks in other European destinations. The TOP 100 Best Hotels in Bulgaria 2025 will be officially recognized at an awards ceremony in January 2026, with a selection of ranked hotels to be published on January 23, 2026. This recognition could further enhance the visibility and market adoption of the HotScore™ Index, potentially influencing hotel service standards and investment decisions across Europe.
