Major markets in the global travel industry encountered double-digit growth in the volume of consumer reviews in 2013, but the number of experiences rated five-star decreased, according to a survey.
The latest TrustYou survey based on a sample of more than 14 million reviews from across 250-plus sources showed that the number of travel-industry reviews significantly increased in Europe, the Middle East and Africa (EMEA), North America and Asia Pacific (APAC).
However, nearly all major markets in these areas saw a decline in the number of five-star rated reviews received.
“The decline seen in major markets may be a result of increased consumer trust in reviews; they may adjust their expectations as a result of hotel reviews, creating greater demands on hotel management to exceed expectations,” the survey report said.
However, outside of major markets, there have been increases in the percentage of five-star reviews, particularly in APAC, which posted regional increases in five-star reviews. Northeast Asia registered the largest year-over year gains of 25.5%.