TripAdvisor study finds surge in UK hotel ratings

TripAdvisor study finds surge in UK hotel ratings

UK hotels and B&Bs have become among the best-rated in the world having previously lagged behind other major international rivals, an in-depth TripAdvisor study shows.

Analysis of a decade’s worth of review ratings covered millions of postings in 15 major tourism markets around the world.

UK hotels and B&Bs enjoyed an average review rating of 4.16 out of 5 last year, placing them second out of the 15 and above the overall global average of 4.12. Only Italian accommodation scored higher in 2015 with an average of 4.20.

A decade earlier, 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, US and Thailand.

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 rivals.

Smaller, independent accommodation providers are providing the biggest boost to the UK’s overall average rating – with B&Bs scoring an average review rating of 4.48 compared to 4.04 for hotels in 2015.

Smaller hotels were also shown to have a ratings advantage over larger properties, with UK hotels that accommodate less than 25 rooms scoring an average of 4.40 in 2015 compared to those with 26-100 rooms, where the average is 3.97.

Bed & Breakfast Association chief executive David Weston said: “These figures are excellent news, and show that the UK has moved in 10 years from the lowest-rated country to the second highest, driven by the success of independent accommodation.

“The innovation and quality of small owner-managed properties have raised standards across Britain’s tourism accommodation sector over the decade.

“Guests clearly love the individuality, character, home-cooked breakfasts and personal service that they get in British B&Bs, which is why – in millions of reviews on TripAdvisor – they consistently score higher ratings than hotels.”

Ufi Ibrahim, chief executive of the British Hospitality Association, said: “UK Hotels and B&Bs can take great satisfaction from seeing their efforts reflected in this report. Our members welcome visitors from both here in the UK and from across the world and all seek to offer great service and enjoyable guest experiences.”

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