Unveiling Guest Experience Trends and Strategies

6 min read
Unveiling Guest Experience Trends and Strategies — Photo by Shiji

The Shiji Buzz platform hosted a webinar where industry experts discussed the latest guest experience trends and strategies. Moderated by techtalk.travel’s André Baljeu, the webinar featured insights from Danica Smith of Review Pro, Alicia Alonso from Iberostar, and Laura Xhaferaj from Booking.com. The panel discussed the latest trends and strategies to elevate guest experiences in 2024 and beyond, such as leveraging F&B revenue and meeting sustainability expectations. This summary will delve into the topics covered, including the critical role of guest reviews, the integration of sustainable practices, and the use of technology to enhance guest experiences.

The Influence of Guest Reviews on Hotel Operations

The panel discussed the importance of monitoring and actively managing online reputations through platforms like Google, TripAdvisor, and Booking.com. Danica highlighted the evolution of review volume, noting a 20% increase from the previous year, with significant contributions from Booking.com. The takeaway was clear: operational strategies must prioritise managing and responding to online reviews as these significantly impact guest perceptions and, consequently, hotel reputations.

Danica Smith opened the discussion with insights from the latest Global Review Index (GRI) data. The data revealed that while there has been a general improvement in GRI scores across regions since 2022, the scores have not yet returned to pre-pandemic levels. This lag was attributed to persistent negative feedback related to room quality and the perceived value of stays. Danica stressed that negative mentions about room aspects, particularly air conditioning and value perception, significantly pull down GRI scores.

Sustainable Practices in Hospitality

Alicia Alonso provided a comprehensive overview of Iberostar’s sustainability initiatives, which are a core component of their business strategy. She detailed Iberostar’s commitment to eliminating single-use plastics and achieving carbon neutrality by 2030. The focus was on practical measures, such as replacing key plastic items with biodegradable or reusable alternatives, which visibly align with guest expectations for environmentally responsible lodging.

The discussion broadened to how sustainability is not just a back-of-house concern but a front-of-house opportunity that enhances guest experience and satisfaction. Alicia emphasised the importance of transparency in these initiatives, allowing guests to see and appreciate the efforts hotels are making toward sustainability. This approach not only meets but often exceeds guest expectations, leading to higher satisfaction and repeat business.


Leveraging Technology for Enhanced Guest Experiences

Laura Jaferi’s segment focused on how Booking.com leverages technology to enhance guest experiences through strategic analysis of review content. She explained how the platform uses algorithms to prioritise recent reviews and how this impacts the overall satisfaction scores hotels receive. The introduction of a weighted review system was discussed, which allows newer guest feedback to have a more significant impact on a hotel’s review score, reflecting more current service levels and guest experiences.

Laura highlighted the importance of integrating technology to effectively gather and analyse guest feedback. This allows hotels to quickly adapt services to meet changing guest expectations. The use of real-time data helps hotels not only understand but also predict guest needs, leading to more personalised and satisfying experiences.



The session provided valuable insights into the evolving landscape of guest experience management in the hospitality industry. From the strategic use of guest reviews and embracing sustainable practices to leveraging cutting-edge technology, the webinar highlighted critical areas for development.

The message for hoteliers was clear: adapt to these trends to enhance guest satisfaction, boost reputation, and drive profitability. The detailed discussions provided a roadmap for integrating these strategies into everyday operations, ensuring that guest experiences remain at the forefront of business development in the hospitality industry.

About Shiji Group

Shiji is a multi-national technology company that provides software solutions and services for enterprise companies in the hospitality, food service, retail and entertainment industries, ranging from hospitality technology platform, hotel property management solutions, food and beverage and retail systems, payment gateways, data management, online distribution and more. Founded in 1998 as a network solutions provider for hotels, Shiji Group today comprises over 5,000 employees in 80+ subsidiaries and brands in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants and 600,000 retail outlets. For more information, visit www.shijigroup.com.

Environment & Sustainability Information Technology Reputation Management Consumer Trends Guest Experience




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