Internet word of mouth report of China’s accommodation market in 2020 From China Hotel Association

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The following is the Internet word of mouth report of China’s accommodation market in 2020 From China Hotel Association recommended by recordtrend.com. And this article belongs to the classification: Life data, User Research, research report.

In recent three years, the number of online accommodation reviews has declined slightly, and consumers’ willingness to comment has declined. A total of 35 million comments will be generated in 2019, with an average of 100000 comments per day. While the supply of Ota hotels in 2019 increased by 12.50% year-on-year, the number of online reviews decreased by 4.01% compared with that in 2018. The increasing homogenization of service items has reduced the stimulation of consumers’ willingness to comment, and the management of online word-of-mouth is facing new problems.

In 2019, the score of the national hotel accommodation industry was excellent. In 2020, the national hotel accommodation industry wisdom rating score was 85.51, the highest score over the years, significantly higher than that in 2018. In the case of a decline in the overall review data, consumers have given higher recognition to the service of the hotel industry.

The middle and high-end hotels pay more attention to the reputation management of the consumer groups. The mid and high-end hotels, accounting for about 25% of the national hotel data, have received more than 48% of the reviews, and each hotel has received 487 comments on average, 2.1 times of the economy hotel. Therefore, the middle and high-end hotels have invested more energy in getting customer reviews. Meanwhile, under the guidance of various evaluation incentives, the middle and high-end hotel consumers are more willing to share the experience of occupancy, which forms a positive cycle of reputation management and marketing.

Consumer demand is more diversified and price sensitivity is declining. Consumer demand is becoming more and more diversified, with luxurious facilities and clean facilities. For customers, this part of demand may have changed from the expected attribute to the essential attribute of the hotel, and the user perception is reduced, and the mention rate in the comments is also relatively reduced. The decrease of attention to price dimension reflects the decrease of consumers’ sensitivity to price. With the development of the times and the improvement of living standards, consumers are no longer satisfied with the service experience brought by traditional hotels. Personalized and intelligent service facilities will become the decisive elements of hotel competition.

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