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Two-Thirds Of Online Guest Reviews Are Positive And Chattier Guests Write In English, Reviewpro Says

Thursday, December 19, 2013
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The majority of travelers are happy with their hotel stays, according to a new analysis by ReviewPro of 15,399,132 online guest reviews written in 24 languages over one year. More than two-thirds of reviews - 66% - were positive, while only 10.28% were negative.

ReviewPro, the leading provider of online reputation and social media analytics for the hospitality industry, based its findings on an in-depth study of reviews from more than 100 online travel agencies and review sites for the 12 months ending November 2013.

In addition to analyzing the valuation of those reviews, ReviewPro also used its technology to reveal the most popular languages used - and which ones were produced the lengthiest reviews.

Among the languages that use the Latin alphabet, English speakers write the wordiest reviews with an average of 528.11 characters, 36.2% above the second most-chattier guests: Italians (387.67). Reviews in French (315.83), Spanish (310.10) and German (283.01) complete the Top 5. On the other end of the spectrum, Polish, Dutch, Norwegian and Danish-speaking guests write reviews less than half the size of the average comment in English. Romanians write even shorter accounts of their hotel experiences, with an average of 120.21 characters per review.

As for the languages in which guests tend to be more positive when reviewing their stays, Chinese (77.7%), English (69.8%) and Russian (68.5%) lead the ranking, and in fact Chinese travelers show the lowest rate of negative comments, amounting to just 5% of total. On the other hand, Arabic, Greek and Korean lead average negative reviews, which range between 15% and 19% of the total number for each language. Dutch (38.8%) and Finnish (38.1%) guests lead neutral valuations.

By number of reviews, English represents 55.78% of total, at a great distance of German (8.4%), French (7.6%), Spanish (6.3%) and Italian (6.3%). Comments from emerging outbound markets such as Russia and China are still relatively low, with 1.9% and 1% of total, respectively, and a little over the 335,000 reviews mark each.

According to RJ Friedlander, CEO of ReviewPro, “Our most recent research on the average valuation of 15+ million reviews in 24 languages, spread over more than 100 influential travel websites, backs up an interesting thesis with an unprecedented amount of data. As our insight proves, far from being a relentless source of problems and biased rants against all kinds of properties, online reviews are, for the most part, positive accounts on hotel experiences. The ability to turn those comments into actionable business intelligence is already playing a key role in the performance of big chains and individual properties, as Online Reputation Management (ORM) grows in scope and popularity.”

Length of online guest reviews by language
source: ReviewPro

Language Average No. of Language Average No. of
characters per review characters per review

Russian 879.04 Danish 222.76
English 528.11 Swedish 217.02
Italian 387.67 Japanese 207.73
French 315.83 Hungarian 199.97
Spanish 310.10 Finnish 199.53
German 283.01 Czech 157.09
Portuguese 281.67 Hebrew 153.28
Turkish 267.99 Croatian 149.86
Polish 245.85 Arabic 143.61
Greek 232.27 Korean 136.95
Dutch 227.40 Romanian 120.21
Norwegian 226.23 Chinese 54.82

Top 10 most positive reviewers by language
source: ReviewPro

Language Positive Neutral Negative

01. Chinese 77.7% 17.3% 5%
02. English 69.8% 19.7% 10.5%
03. Russian 68.5% 22.7% 8.8%
04. Turkish 67% 23.2% 9.8%
05. Hungarian 64.8% 27.6% 7.7%
06. Portuguese 64.2% 27.1% 8.7%
07. Japanese 63.7% 25.1% 11.2%
08. Hebrew 63.1% 25.5% 11.4%
09. German 62.6% 27.3% 10.1%
10. Italian 61.9% 26.4% 11.6%

About ReviewPro

ReviewPro enables hoteliers to increase guest satisfaction and online revenue by more effectively managing their online reputation and presence in leading social media sites. The company provides the analysis, customer intelligence, competitive benchmarking and reporting needed to help hotel professionals more effectively manage their organization. ReviewPro aggregates hundreds of millions of social media mentions, in 45+ languages, from hundreds of the most relevant Online Travel Agencies (OTAs), review websites and social media platforms. After rapid growth in the European market, the company has expanded internationally and quickly grown its client roster to thousands of hotels in over 80 countries, including Louvre Hotels Group, Kempinski Hotels, Meliá Hotels International, The Red Carnation Hotel Collection, The Library Collection, CitizenM Hotels and Apex Hotels.

For more information, www.reviewpro.com
Follow us on Twitter, twitter.com/reviewpro

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