Shiji, which is a top company in hospitality technology, focuses on the growth in global Guest Satisfaction in its Q3 2025 Guest Experience Benchmark report. Of the millions of global hotel guest reviews that the report analyzed, guest satisfaction is rising overall, but the growth is not the same across all hotel types. The 3−star midscale segment is growing faster than 5−star luxury hotels.
The report with guest type, region, and hotel star rating segmentation shows that rapidly growing hotel performance still lacks adequate global rating coverage. This report is probably one of the most comprehensive analyses of global hotel performance and as a result, it gives hotel operators precise information on the changing priorities and expectations of the guests.
The Rise of Midscale Hotels
One of the key takeaways from Shiji’s Q3 2025 report is the strong growth in satisfaction at 3-star hotels, which saw a +0.8 percentage point increase in guest satisfaction. This was double the pace of satisfaction growth at 5-star hotels, which continued to experience positive but slower increases. This shift is significant, reflecting a broader change in guest expectations where service, comfort, and value have become more important to travelers across all hotel categories.
As midscale properties continue to improve in service quality and guest satisfaction, they are becoming an increasingly popular choice among travelers who prioritize a balance of affordability and quality. This growth underscores the evolving dynamics in the hospitality sector, where guests are no longer solely looking for luxury but are instead prioritizing consistency and value across various price points.
Rising Review Volumes and Faster Response Times
In addition to satisfaction growth, Shiji’s report also reveals a 2.6% increase in global review volume year-over-year. This is a positive sign for the industry as it suggests travelers are more engaged with leaving feedback, which can help hotel operators improve their services. The growth in review volumes was driven largely by Google, which saw a 33% rise in review volume, especially in Latin America, Asia, Europe, and Oceania.
A key factor in this rising engagement is the improvement in response times. The average response time to guest reviews has dropped significantly, now averaging 3.0 days globally, compared to 4.7 days in Q3 2023. This reduction demonstrates how hotels are adopting AI-assisted response tools and other technologies to engage with guests more efficiently, leading to higher satisfaction levels. The quicker response times are also likely to contribute to increased loyalty, with hotels demonstrating agility in addressing guest feedback.
Regional Trends and Hotel Performance
While the overall review volume increased, some regions showed slight declines in passenger review volumes. For instance, Europe and Asia saw a drop of -2.1% and -0.2%, respectively. Despite these regional declines, Shiji’s report emphasizes that all major review sources, with the exception of CTrip, recorded improved satisfaction indices. This aligns with the overall global Review Index (GRI), which climbed to 86.8%, continuing its upward trajectory that started in late 2022.
One of the most significant regional observations from the report was the improved performance of 3- and 4-star hotels, which indicated that guests are increasingly satisfied with these categories. In particular, the report highlights the growing competition between midscale and luxury hotels, especially as guests seek quality experiences at more affordable price points. This trend suggests that the hospitality industry is responding to new demands for affordable luxury and consistent service, offering guests more choice across all hotel categories.
How These Trends Affect Global Tourism
The shift in guest satisfaction trends and the rise of midscale hotels is especially important for the broader tourism sector. As travelers demand more consistent, value-driven experiences, both international and domestic tourism markets are adapting. Hotel operators are increasingly focused on improving customer experience across the board, not just in luxury accommodations.
In the context of tourism growth, the rise of midscale properties and the increase in positive guest reviews are key indicators that the global travel market is evolving. For travel professionals, this highlights opportunities to develop multi-country itineraries that combine affordable stays with cultural and adventure experiences that appeal to modern travelers’ growing preferences for value, authenticity, and convenience.
Looking Ahead: What This Means for the Hospitality Industry
The Q3 2025 Guest Experience Benchmark marks a clear indication that the hospitality industry is heading toward a future that balances luxury and midscale offerings. With increasing demand for affordable luxury, enhanced by better services and improved amenities at midscale hotels, industry stakeholders are likely to focus on expanding offerings in this space.
As more travelers embrace midscale options for their vacations, business trips, and long stays, the demand for consistent service and affordable luxury will continue to rise. Hotels that can adapt to these shifting demands, improve their guest interactions through technology, and maintain high levels of satisfaction will likely be the most successful in meeting the evolving needs of global travelers.
Conclusion
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