Posted on October 20, 2025
Shiji, a leading company in hospitality technology, focused on the growth of global guest satisfaction in its Q3 2025 Guest Experience Benchmark Report. Across millions of hotel guest reviews from around the world analyzed in the report, guest satisfaction is generally on the rise, but the growth is not uniform across all hotel types. Three-star mid-range hotels are growing faster than five-star luxury hotels.
The report breaks down by guest type, region and hotel star rating, showing that fast-growing hotel performance still lacks adequate global ratings coverage. The report is perhaps one of the most comprehensive analyzes of global hotel performance and, as such, provides hoteliers with accurate information on guests' changing priorities and expectations.
The rise of mid-range hotels
One of the key takeaways from Shiji's Q3 2025 report is the strong growth in satisfaction at three-star hotels, with guest satisfaction increasing by +0.8 percentage points. This is twice the rate of satisfaction growth for five-star hotels, which continue to experience positive but slow growth. The shift is significant and reflects broader changes in guest expectations, with service, comfort and value becoming more important to travelers across all hotel categories.
As service quality and guest satisfaction at mid-range hotels continue to improve, they are increasingly popular among travelers who value affordability and a balance of quality. This growth highlights the changing dynamics of the hotel industry, where guests are no longer seeking just luxury, but are prioritizing consistency and value across price points.
Increasing comment volume and faster response times
In addition to the increase in satisfaction, Shiji's report also showed that the number of global reviews increased by 2.6% year-on-year. This is a positive sign for the industry as it shows that travelers are more willing to leave feedback, which can help hoteliers improve their services. The growth in review volume was primarily driven by Google, which saw a 33% increase in review volume, particularly in Latin America, Asia, Europe and Oceania.
A key factor in increased engagement is improved response times. The average response time to guest reviews has dropped significantly, with the global average now at 3.0 days, compared to 4.7 days in Q3 2023. This shortening illustrates how hotels are adopting AI-assisted response tools and other technologies to engage with guests more effectively, thereby increasing satisfaction. Faster response times may also help boost loyalty, with hotels showing agility in handling guest feedback.
Regional trends and hotel performance
Although the overall number of reviews has increased, there has been a slight decrease in the number of reviews from travelers in some areas. For example, Europe and Asia saw declines of -2.1% and -0.2% respectively. Despite these regional declines, Shiji's report highlights that satisfaction indexes improved across all major review sources except Ctrip. This is consistent with the Global Rating Index (GRI), which climbed to 86.8%, continuing an upward trend that began in late 2022.
One of the most important regional observations in the report is the improved performance of three- and four-star hotels, which shows that guests are increasingly satisfied with these categories. The report specifically highlights the growing competition between mid-sized and luxury hotels, particularly as guests seek a premium experience at a more affordable price. This trend shows that the hotel industry is responding to new demands for affordable luxury and consistent service, offering more choices to guests across all hotel categories.
How these trends are affecting global tourism
Shifting guest satisfaction trends and the rise of mid-sized hotels are particularly important for the wider travel industry. As travelers demand more consistent, value-driven experiences, both international and domestic travel markets are adapting. Hotel operators are increasingly focusing on improving the overall customer experience, not just luxury accommodation.
In the context of tourism growth, the rise of mid-range hotels and an increase in positive guest reviews are key indicators of the evolving global travel market. For travel professionals, this highlights the opportunity to develop multi-country itineraries that combine affordable accommodation with cultural and adventure experiences that appeal to the modern traveler’s growing preferences for value, authenticity and convenience.
Looking ahead: What this means for the hospitality industry
The Q3 2025 Guest Experience Benchmark makes it clear that the hotel industry is moving towards a future that balances luxury and mid-scale offerings. With the demand for affordable luxury increasing due to better services and better facilities in mid-range hotels, industry stakeholders are likely to focus on expanding offerings in this segment.
As more travelers choose mid-range vacations, business trips and longer-term stays, demand for consistent service and affordable luxury will continue to grow. Hotels that can adapt to these changing needs, improve guest interactions through technology, and maintain high levels of satisfaction may be most successful in meeting the changing needs of global travelers.
in conclusion
Shiji's Q3 2025 Guest Experience Benchmark describes hotel and hotel guest satisfaction growth for mid-sized properties. Shiji describes guest satisfaction as the industry benchmark for the entire hospitality industry. The guest satisfaction meter satisfaction percentage increase across the hotel industry shows that mid-range hotels are in the lead. The mid-sized hotel industry table is described as the leader. Assistance Expenses Hotel Assistance Expenses Industry Hotel Expenses Assistance changes with the evolution of traveler demand characteristics and hotel industry development descriptions.
