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Prague Hotels Achieve Highest Overall Customer Review Rating in Europe

Colliers International study reveals Europe’s highest (and lowest) rated hospitality destinations

According to a joint report entitled ‘Hotel Reviews: How Guests Rate Their Experiences in European Hotels’ conducted by Revinate and Colliers International, Prague ranks number one for 2015 with an overall score of 4.3 out of 5 stars based on an average of 822 reviews per property.

Based on the analysis of 4.7 million reviews of more than 4,600 hotels across Europe, the report found that nearly two-thirds of all customer feedback on hotels across Europe was positive in 2015, and that the higher the star classification of the hotel, the more positive the review is likely to be (the number of positive reviews of five-star hotels was 80%, compared to 70% for four-star properties).

The most popular destinations in Europe – UK and Germany for business travel and France and Spain for leisure – accounted for 71% of all reviews, while the Czech Republic only account for around 1%. However, the amount of reviews does not seem to have an impact on the number of positive feedback: with only 55% of positive reviews, France is the weakest performing country, while Spain, another of the big four, outperformed the European market by receiving 68% of positive reviews.

A city-by-city evaluation shows that Prague is at the top of the ranking tree at 75%, which is very much in-line with the national average, and alongside Lisbon and Moscow, Prague ranks highest in terms of Location and Cleanliness.

“Prague has seen a major increase in terms of the amount of reviews its hotels receive, which over the past two years has increased by 81% per property,” said Omar Sattar, Managing Director of Colliers International Czech Republic. “Half of Prague’s hotel reviews were five-star ratings, with four-star ratings accounting for 37% of all reviews; Prague’s combined one, two and three-star ratings accounted for the remaining 13%.”

Many cities performed well on their five-star hotel reviews and were above the 80% average. For four star hotels, however, the scores fluctuated significantly and several cities need to improve their offering for four star hotels.

Dirk Bakker, Head of EMEA Hotels Colliers International said: “In today’s internet-led world the hotel industry has been forced more than ever to take guest feedback seriously. Where in the past hoteliers who offered a poor service might suffer from criticism passed on by word of mouth, now they are faced with an abundance of online reviews sites – like Tripadvisor and Booking.com – where customers can air their opinions giving those offering poor service nowhere to hide. Customers can express what they like or dislike about a hotel experience, and these customer reviews have become a major deciding factor for people when booking their next hotel.”

Maarten Plesman, VP EMEA for Revinate said: “Colliers’ perspective is rooted in the observation that 93% of travelers worldwide say online reviews have an impact on their booking decisions. Around the globe hotels trust Revinate with their online reputation and we have incredible data on hotel performance in terms of guest satisfaction. With this report we want to help hoteliers understand how they are benchmarking in their relative markets around Europe.”

Full report can be downloaded here: Hotel Reviews Colliers Renivate 2016


PragueConnect.cz, Prague 21.07.2016