Hotel reviews are more influential than ever in the highly competitive APAC region, which is a digital-first market. Your hotel reviews are no longer considered social proof. They now play a major role in driving performance.
APAC hoteliers will need to capture web traffic in order to grow their business by 2025. Our 2025 Hospitality Benchmark Report reveals a new worrying trend. APAC hotels have the lowest volume of hotel reviews in the world.
What is the impact? The impact?
But there’s a way to turn things around and get back on the right path in 2025 — through your web capture strategy.
What is web capture?
In essence, web capture allows you to efficiently collect guest data across the Internet. This is how you “capture”, or record, your hotel’s reputation online. This can be done through a variety of sources, such as your hotel website, online booking engines (OTAs), review websites and more.
Web capture is important because it allows you to understand how guests feel about their stay at your hotel. You can then use this information to improve your online reputation and the guest experience. The result is fewer website abandonments, and ultimately more direct bookings.
Why hotel reviews matter as an indicator of performance
There’s no doubt that digital bookings are still the most popular in APAC. Did you know hotel reviews can be a major factor in whether a visitor completes a booking on your site or leaves it altogether?
Guest reviews are the best way for modern travelers to gauge whether they can trust you and expect a great experience at your property. When it comes to bookings, guests have higher expectations. They also have shorter decision-making windows. Your hotel reviews can be a fast and reliable way to confirm that your property is worth choosing.
Guest reviews can help you increase your bookings and also gain valuable insight into how guests view your hotel. These reviews can also help you spot trends or gaps in your service and operation, and identify ways to improve guest satisfaction.
This brings us to why your hotel reviews can be a key performance driver — but only if you’re using them effectively by prioritizing your web capture. You can monitor and respond in real-time to guest feedback across multiple digital channels with the right web capture tools and hotel reputation management software.
Web capture in APAC – Insights From the 2025 Report
According to the 2025 Hospitality Benchmark ReportAPAC hotel reviews have seen the greatest decline worldwide. APAC hotels saw a drop of more than 18% in hotel reviews, compared to the global average.
The luxury hotels saw the greatest drop in reviews.
The average response rate for reviews has increased in other parts of the world but not APAC. It is the same as before at 61%. This presents a great opportunity for hotels to better capture their online reviews and better manage the reputations of their properties.
Would you like to know more about web capture in APAC? You can download the complete benchmark data in the report. web capture in APAC.
Hotel reviews and their impact on revenue
There is a clear link between reviews of hotels and revenues. This relationship grows stronger every year. Customers consistently show that they trust reviews, expect quality service from hotels and want them to be responsive to feedback. These elements are what encourage people to book directly with hotels and become loyal clients.
What does it mean for APAC hotels?
- More reviews = more direct bookings. Increased recent reviews will also help you increase conversion rates by demonstrating to potential guests your hotel’s reliability and trustworthiness.
- Positive reviews equals higher spending. If a guest is satisfied with your service and property’s quality, they are more likely to stay longer and take advantage of additional offers. increased ancillary revenue For your hotel.
- Negative reviews are an opportunity to improve. Everyone wants a positive review. They’re inevitable but it’s good to have a plan for how you’ll respond. Responding to negative reviews publicly — and well— can actually boost your reputation by showing your ability to thoughtfully consider and address any concerns from previous guests.
Remember — you can’t fix what you don’t know, and you can’t improve what you don’t track. The right web capture strategy and tools will help you better manage your hotel’s reputation, and positively impact revenue.
Four ways to drive direct hotel bookings using web reviews and web capture
To improve the hotel reputation management you need to collect the right feedback. Then, act on it. Here are 4 key ways APAC hotels can achieve this:
1. At every touchpoint with guests, collect feedback.
You should capture your guests’ feelings at each touchpoint, whether it is your website or your post-stay questionnaire. You can use Revinate Guest Feedback You can centralize and gather insights from 100+ sites with one product. Customize your surveys to the guests at the right moment.
2. Review reviews in real-time.
Responding to guests’ feedback in a timely manner shows that you are interested in their opinions and experience. Prioritize responding to the most urgent reviews and respond to all negative comments. You can even improve your results with the right tools. set up ticketing rules Make sure your staff knows when they need to be notified and then follow up on the ticket.
3. Prioritize review-driven marketing campaigns.
Your hotel reviews can be used to improve segmentation and better serve your guests. You can act on the feedback of your customers by analyzing their sentiment. Revinate Marketing Segmenting guests according to their perceptions of your hotel will allow you to create customized email campaigns based on the experiences they have had. This allows you trigger personalized email campaigns based upon their experiences.
4. Turn your reviews into assets
Don’t forget about using your best reviews when marketing your hotel. Positive reviews of your hotel from guests can be the most effective marketing tool. Displaying relatable and authentic quotes from happy guests in your digital ads, website copy and website pop-ups can be a very effective marketing strategy.
What you need to know
- In APAC’s digitally-first hospitality environment, hotel reviews influence guests’ booking decisions directly more than ever.
- APAC hotels will experience the biggest global decline in reviews in 2024. This means that hoteliers are missing valuable opportunities to improve the performance of their hotel and better understand the experiences of their guests.
- Hoteliers must adopt a web capture strategy to enable them to monitor feedback from guests and act quickly to improve their online reputation.
- Hotels can use web capture and hotel reviews to increase bookings. This includes collecting feedback from guests at key touchpoints and responding quickly to them. They can also create review-driven campaigns and turn reviews into assets, such as quotes for ads or website copy.
Get the Hospitality Benchmark Report
Revinate
Revinate is the leading direct booking system in the hospitality sector, driving direct revenue to hotels and increasing profitability.
Our products and people give hoteliers all the power they need to reach their goals. Revinate helps hoteliers to shift market share away from OTAs, and achieve tangible results for an individual property or a whole portfolio. Our AI-powered platform for customer data collects, unifies and synthesizes information to give hoteliers an advantage.
Hoteliers gain critical intelligence — guest lifetime spend, stay preferences, ancillary revenue, and more. With Revinate’s Rich Guest Profiles™ data, hoteliers don’t need to guess who their most profitable guests are or struggle to drive conversions across email, voice, messaging, and digital channels.
Revinate’s direct-booking platform and omnichannel communications technology power 950+ millions Rich Guest Profiles in 12,500+ Hotels to generate over $17.2 billion direct revenue.
Sanjana Chappalli
Brand Marketing and Communications VP
Revinate, Inc.
