Report: Which Brands Have the Best Online Reputation?

ATLANTA—In collaboration with Cornell University, ReviewPro has published an analysis of hotel brand reputation in North America.

With this study, hotel executives can benchmark guest satisfaction and consistency on a brand level, more effectively identifying and prioritizing operational and service improvements to improve the guest experience, according to the company. Ranking 179 hotel brands by online reputation in six segments, the report provides critical insights for hotel companies and investors on what it takes to outperform competitors. Brands are ranked from best to worst performers in key areas including service, value, rooms and cleanliness.

“At ReviewPro, for over a decade we’ve been developing tools and processes to help hotel companies improve the guest experience,” said RJ Friedlander, ReviewPro’s founder and CEO. “We’re excited to share this report, which represents a starting point for conversations with brand executives, hoteliers and investors about how to measure, benchmark and improve guest satisfaction and reputation brand-wide.”

Based on the same data set as the recent research report on hotel brand reputation published by Cornell University, this report analyzes more than 15 million online reviews of 32,359 hotels in the U.S. and Canada. Brands are divided into six segments according to STR’s chain scale system and ranked using ReviewPro’s Global Review Index (GRI), an industry standard online reputation score.

The report examines the following:

  • The best and worst performers in each segment (economy, midscale, upper-midscale, upscale, upper-upscale and luxury), ranked by overall online reputation score as well as improvement, service, value, rooms and cleanliness
  • A breakdown of review volume, review sources, country sources, management response rates and semantic analysis in each segment
  • Trends in review volume
  • Changing market share in review sources
  • Review scores by review source
  • Review response ratios revealing that hotels responded to 35.76% of respondable reviews, with negative reviews receiving a higher response rate (41.1%) than positive reviews (34.9%)

Top-ranking Hotel Brands as Measured by Global Review Index

  • Luxury
    1. Four Seasons 93.6%
    2. Montage 93.2%
    3. Mandarin Oriental 92.6%
    4. Rosewood 92.4%
    5. 21c Museum Hotels 91.9%
  • Upper-Upscale
    1. Hilton Grand Vacations 90.7%
    2. Autograph Collection 89.7%
    3. Silver Cloud Inns & Hotels 89.2%
    4. Ace Hotels 88.3%
    5. Kimpton Hotels & Restaurants 88.2%
  • Upscale
    1. Grand America Hotels & Resorts 91.1%
    2. Disney Hotels 90.8%
    3. Stoney Creek Hotels 90.7%
    4. Best Western Premier 90.6%
    5. Cambria Hotels 90.2%
  • Upper-Midscale
    1. Drury Plaza Hotel 94.1%
    2. Drury Inn & Suites 92.0%
    3. Drury Inn 90.9%
    4. Oxford Suites 90.2%
    5. Home2 Suites by Hilton 90.0%
  • Midscale
    1. GrandStay Residential Suites Hotel 89.1%
    2. Crystal Inn Hotels & Suites 88.9%
    3. ClubHouse 88.5%
    4. Tru by Hilton 88.1%
    5. Candlewood Suites 84.4%
  • Economy
    1. Pear Tree Inn 88.8%
    2. Affordable Suites of America 87.4%
    3. SureStay Hotel 78.7%
    4. Good Nite Inn 76.6%
    5. Microtel Inn & Suites 76.4%