According to SaaS firm Revinate’s 2017 Global Hotel Reputation Benchmark Report, 78% of all user reviews online were posted to the top four most popular review sites taking some market share from smaller sites.

70 million published online guest reviews worldwide over the last two years were analysed for their distribution, pace and response rates, showing the top four review sites saw an increase of 7.7% compared with the previous year.

The bulk of reviews (79.6%) were rated 4 and 5-star, with only 8.2% gaining 1 or 2-stars. On average hotels responded to 27.9% of all reviews in 2016, with most responding to one- (27.1%) and five-star reviews (31.6%), seeing a trend to prioritise the most negative and positive reviews to drive customer engagement.

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