Study Finds Smaller Luxury Hotel Brands Score Higher Marks in Reviews Than Big Brands


A new study by reputation management firm ReviewPro reveals smaller luxury hotel brands receive higher marks on online guest reviews than the larger luxury brands. ReviewPro’s study discovered the top 25 small luxury brands scored higher marks on average than the top 25 large brands.

The study looked at more than 830,000 reviews online from 2013 of 84 hotel brands. Large brands were lumped into the category if they had more than 20 properties. Smaller brands were classified as having fewer than 20 establishments. On average, the little guys scored 2.9% higher than the bigwig luxury hotel brands.

The top five large luxury brands in the study included Oberoi Hotels, Four Seasons Hotels, Orient-Express Hotels, Park Hyatt Hotels and Taj Hotels. The top five small luxury hotel chains included Constance Hotels, Capella Hotels, Montage Hotels, Firmdale Hotels and Rock Resorts.

The ReviewPro study also reported only 5.3% of user reviews had a negative edge. 82% were upbeat and positive about the properties. The study also noted an increase in luxury hotel brands being reviewed by 35% in 2013 compared with 2012. ReviewPro also listed out the review sites with the most reviews, beginning with TripAdvisor, and Ctrip.

Details and photo courtesy of Skift

Hotel Profiles