Hospitality Today July-Aug 2016 - Page 24

24 | Hospitality Today | June/July 2016 Independents & B&Bs score highest, says TripAdvisor Independent B&Bs drive a 10 year surge in average UK guest ratings . . . The UK hotel and B&B industry is now one of the best-rated in the world having previously lagged behind other major international rivals, a new in-depth analysis of a decade’s worth of TripAdvisor review ratings has revealed. The study, conducted by TripAdvisor, analysed millions of traveller ratings given to hotel and B&B properties on TripAdvisor over the last ten years in 15 major tourism markets around the world. The study found that in 2015 UK hotels and B&Bs enjoyed an average review rating of 4.16 out of 5, placing them second out of the 15 major tourism markets analysed and above the overall global average of 4.12. Only Italian accommodations scored higher in 2015 with an average of 4.20. The UK hospitality industry’s strong performance last year was the culmination of a decade-long improvement in average review ratings given to UK properties on TripAdvisor, a trend that outpaced other rival tourism markets around the globe. In 2005, the average review rating for UK hotels and B&Bs was just 3.57 – the lowest of the 15 markets analysed. However, in the ten years that followed, the UK’s average rating rose above other competitor markets, including Spain, France, United States and Thailand. B&Bs are rated 8.8% higher than hotels The study also found that smaller, independent accommodations in the UK were providing the biggest boost to the UK’s overall average rating – with B&Bs scoring an average review rating that is 8.8% higher than for hotels – B&Bs scoring 4.48 out of 5 (ie 89.6%) compared to 4.04 (80.8%) for hotels in 2015. Even within the hotel sector, smaller properties were shown to have a ratings advantage over larger properties, with UK hotels that accommodate less than 25 rooms scoring an average of 4.40 (out of 5) in 2015 compared to those with 26-100 rooms, where the average is 3.97. Average Accommodation Review Ratings on Tri