What's Happening?
HotScore Analytics, a unit of the Hotel & Tourism Investment Forum, has reported a third consecutive year of improvement in hotel service quality in Bulgaria. This is based on their proprietary HotScore™
Index, which aggregates guest reviews into a standardized quality index. The 2025 index analyzed over 500,000 verified guest reviews from more than 1,200 hotels, showing an increase in the average HotScore™ from 81.55 to 81.99. The methodology is independent, free for hotels, and based solely on verified feedback. The project is co-financed by the European Union, enhancing its credibility. In 2025, HotScore Analytics also completed a pilot study in Paris, analyzing over 800,000 reviews across 1,200 hotels, which validated the scalability of their methodology.
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 provides a reliable benchmark for hotel guest satisfaction, which can influence consumer choices and hotel reputations. The international expansion of HotScore Analytics, demonstrated by their pilot study in Paris, suggests a growing demand for standardized quality assessments in the hospitality sector. This can aid investors and Destination Marketing Organizations (DMOs) in making informed decisions regarding destination branding and investment opportunities. The data-driven approach offers a real-time indicator of service quality, which is crucial for maintaining competitiveness in the hospitality market.
What's Next?
HotScore Analytics is in discussions with multiple DMOs to implement similar hotel ranking systems in other European destinations. This expansion could lead to broader adoption of the HotScore™ Index across Europe, providing a consistent measure of hotel quality. The TOP 100 Best Hotels in Bulgaria 2025 will be officially recognized at an awards ceremony in January 2026, which may further enhance the visibility and credibility of the index. The continued international expansion could also influence global hospitality standards and practices.
