China Hotel Association: 2023 China Accommodation Market Online Reputation Report

The "2023 China Accommodation Market Online Reputation Report" conducts semantic analysis and comprehensive evaluation of hotel reviews from 14 mainstream review sites at home and abroad (the sites mainly include OTAs such as Ctrip, meta-search sites such as Qunar, and review sites such as Dianping); a total of more than 600,000 online hotels were collected, with more than 400 million reviews, of which more than 29.42 million reviews were generated in 2022, and more than 121 million analytical opinions.

The report highlights are as follows:

1. Understand industry trends and demand trends from reviews

In 2022, the national hotel Huiping score was 87.61, down 1.21 points from 2021, and the reputation of the accommodation industry declined. Two key data that affect the Huiping score: the number of opinions decreased by 43.19% year-on-year, and the praise rate increased by 0.80%. In the past year, many hotels faced problems such as reduced orders and loss of customers, but the epidemic prevention task forced hotels to pay more attention to service details to ensure customer safety and satisfaction. In the future, the hotel industry will move towards quality optimization and refined management.

The review entry is more convenient and consumers’ feedback is faster

With the popularity of mobile devices and mini-programs, consumers have more diverse and easier entry points for comments, and consumers are responding to their hotel accommodation experience faster. In 2022, the proportion of comments on the day of departure was 43.05%, up 10.22% from the same period last year. This also means that hotels need to respond to guests' comments faster. Hotels should make full use of the time window of "the day of departure" to respond to guests' comments in a timely manner and solve guests' problems.

2. Focus on consumer demands and find growth drivers

As star ratings decrease, consumers shift their focus from luxury experiences to basic accommodations

Judging from the ranking of the top 10 dimensions of attention, luxury hotel consumers pay more attention to swimming pool environment/facilities, room decoration and furnishing, and room landscape; swimming pools, room decoration, room landscape, etc. can give consumers a high-end and luxurious stay perception and experience.

As the star rating decreases, the parking environment/facilities and room sound insulation rank higher and higher, while the types of breakfast dishes and room decoration rank lower and lower; as the star rating decreases, the facilities and services that the hotel can provide gradually decrease, the importance of hotel decoration gradually decreases, and parking lots, room sound insulation, etc. become particularly prominent in basic accommodation needs.

Consumers of economy hotels pay more attention to practicality and cost control. Room soundproofing, comfortable beds and 24-hour hot water have a greater impact on the comfort experience and are more practical in basic accommodation needs.

In addition to basic accommodation needs, consumers' needs focus on satisfying accommodation purposes.

Judging from the ranking of the top 10 dimensions of attention, consumers of different theme hotels are all concerned about the front desk service attitude, room space, parking environment facilities, and surrounding catering. In addition to the basic room, transportation, and catering accommodation needs, there are large differences in the focus of consumers in different theme hotels, and these focuses are mainly oriented to meet the purpose of accommodation. Business travelers who travel for business pay more attention to the practicality and convenience of accommodation, and look forward to thoughtful and enthusiastic front desk service, comfortable room space, and convenient parking; parent-child travelers who travel for leisure are more concerned about hot springs, swimming pools, surrounding scenic spots and other leisure and entertainment environment facilities, and safe and healthy breakfasts; consumers who play e-sports games are more concerned about the electrical equipment and network speed required for e-sports, and comfortable and spacious room space.

In addition, the report also analyzes the differences in word-of-mouth perception and changes in focus among consumers with different travel purposes, and provides valuable suggestions to hotel practitioners in the development of green hotels.