TrustYou analysed the leading sources of guest reviews in 2022 and identified the preferred feedback platforms used by guests worldwide, across EMEA, APAC, and the US.
Bookings.com Emerges a Winner
The findings reveal that in all the regions analysed, Booking.com emerged as the primary source where guests chose to post their reviews. This platform accounted for almost 60% of all global reviews.
Booking.com’s success in attracting guest reviews can be attributed to its wider geographical representation compared to other online travel agencies.
The platform’s popularity was fueled by increased demand, the growing use of its mobile app, and a significant boost in upselling activities, particularly in the sale of airline tickets. Compared to the previous year, Booking.com has made significant progress in consolidating its position in the global market, with TrustYou’s analysis indicating an eight-point increase in guest feedback from this platform, accounting for 48% of all reviews in 2021.
In 2022, Booking Holdings – the parent company managing brands such as Booking.com, Agoda, Kayak, and Priceline.com – recorded an impressive revenue of $17 billion, the highest ever, and a 13% increase compared to 2019, indicating a successful year for the company.
Findings – Region-Wise
In the APAC region, there was intense competition between Booking.com and Google, with Booking.com consolidating its position by climbing to the top spot and registering an almost ten-point increase in review volume compared to 2021.
Although Google also grew its share, it was not enough to overtake Booking.com.
However, Trip.com’s leading Chinese brand, Ctrip, experienced a slight decrease in review volume, likely due to an uneven recovery in the APAC market and stringent COVID-19 restrictions in China. In response, the group launched a travel revival plan at the end of 2022 to connect Chinese travelers with global destinations. With nearly three years of tough lockdowns, Chinese consumers are planning and dreaming big. Trip.com aims to assist travelers seeking inspiration and support for destinations to better understand the new travel goals of Chinese travelers.
Europe, the Middle East and Africa
Historically, EMEA has been the region where Booking.com dominates, and in 2022, this trend continued. The platform received seven out of ten reviews in the region, representing a four-point increase compared to 2021.
However, all other third-party sources experienced a slight decrease in review volume compared to the previous year.
United States of America
In the US, Booking.com continued to increase its review volume in 2022 and maintained its position as the top platform for guest reviews. Compared to 2021, the platform’s share of reviews increased by five points. However, Google, Hotels.com, and TripAdvisor experienced a slight decrease in review volume.
Expedia, which dominates the US market alongside Booking.com, did not register any significant changes compared to 2021. In terms of financial performance, the Expedia Group – which owns and operates travel brands such as Expedia.com, Hotels.com, VRBO, Trivago, among others – reported 2022 as its most profitable year, despite changes in the business model and technology. The group shifted from a performance-driven customer acquisition strategy to loyalty-focused programs, suggesting a long-term approach to building growth.