Shiji Releases Q2 2025 Guest Experience Benchmark: Global satisfaction hits record high
Highlights from Q2 2025:
The Global Review Index (GRI) reached a new record of 86.9%, with May peaking at 87.0%, continuing an upward trend that began in late 2022.
3-star hotels saw the strongest improvement in satisfaction scores, rising +0.6 percentage points, outpacing the growth of 5-star properties.
Review volume increased only +0.4% year-over-year, impacted by significant declines in North America (–3.0%) and Europe (–1.2%).
Google review volume jumped 10%, but with no corresponding increase in guest sentiment, while Booking.com and Agoda saw declines in both share and volume.
The industry-wide push for faster, more consistent review responses continues, with average response times now just 3.1 days, down from 14 in 2019, thanks to the widespread use of AI tools.
'It's encouraging to see the Global Review Index continue its upward trend, especially driven by consistent gains in 3- and 4-star properties,' said Bruno Saragat, Sales Engineer at Shiji. 'However, the decline in review volume across North America and Europe, despite increased travel, signals a shift in guest behavior and review patterns. With rising expectations around cleanliness and room quality, it's clear that hoteliers will need to stay agile and focused as we move into the peak season.'
Despite a turbulent global geopolitical situation, guest sentiment continues to trend positively, especially in North America and the Middle East. The data points to rising expectations around cleanliness and room quality, highlighting where hoteliers can focus their efforts for the rest of the year.
Shiji's Q2 2025 Guest Experience Benchmark draws on millions of reviews from hotels worldwide and provides hospitality professionals with actionable insights into shifting guest behavior and performance benchmarks.
For access to the full report, click here.
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