Hospitality Location Performance Benchmarks (The Great Shake-Up 2025/26)
The hospitality chapter of The Great Shake-Up 2025/26, Uberall’s benchmark report on over 51,000 locations of 500+ multi-location brands in H1 2025, finds that brands in the industry answer 42.67% of their reviews on average.
5 min read
Key findings
- 1,022 reviews per brand is the hospitality median, and the top performer collected 104,186.
- 95% of reviews got a response at Barceló Hotel Group, with a 2-day average response time.
- 56,000+ website clicks per location is what the top hospitality performers drew in H1 2025, while some locations received virtually none.
The hospitality industry covers a wide variety of businesses, including amusement parks, cultural and information centres, gambling and gaming venues, lodgings and resorts, and movie theatres.
The full report sets these hospitality figures against the other four industries.
How visible are hospitality brands in local search?
Hospitality brands average 86% profile completeness; leaders reach 100% and the lowest performer 68.36%. Their average SEO rank is 6.24 (lower is better), around sixth place. The top performer averages 1.16, close to first place, and the lowest performer 12.27.
Hospitality: visibility benchmarks
| Metric | Average | Top Performer | Low Performer |
|---|---|---|---|
| Profile Completeness (%) | 86.33 | 100 | 68.36 |
| SEO Rank (average position, lower is better) | 6.24 | 1.16 | 12.27 |
Profile Completeness: Most hospitality brands do a good job here, averaging 86%. Leaders hit 100%, meaning every possible field is filled. That’s a key driver of discovery.
SEO Rank: On average, businesses appear around 6th place, with the best close to the top position. Even moving up a couple of places can significantly increase visibility.
What ratings and reviews do hospitality brands get?
Hospitality brands average 4.16 stars; the top performer reaches 5.00 and the lowest performer 3.06. Brands answer 42.67% of reviews on average, while the best reply to 97.60%. The average sentiment score is 74.21 out of 100, with a range from 51.43 to 93.36.
Hospitality: reputation benchmarks
| Metric | Average | Top Performer | Lowest Performer |
|---|---|---|---|
| Average Star Rating | 4.16 | 5.00 | 3.06 |
| Review Volume Per Brand | 1,022.00 | 104,186.00 | 4.00 |
| Review Volume Per Location | 20.18 | 201.52 | 0.01 |
| Review Volume Per Location Per Month | 2.88 | 28.79 | 0.00 |
| Review Response Rate % | 42.67 | 97.60 | 0.00 |
| Sentiment | 74.21 | 93.36 | 51.43 |
Star Rating: The industry average is strong at 4.16, but some brands still struggling to keep ratings above 3.
Review Volume: Leading brands gathered over 100k reviews, equating to more than 200 per location, while others barely received any. Top-performing locations reach 29 reviews per month, the benchmark for locations in this industry.
Review Response Rate: On average, less than half of reviews are answered, signalling that brands in this industry have work to do. The best brands respond to almost all feedback, setting themselves apart.
Sentiment: With an average of 74, sentiment shows guests are generally satisfied, though the gap between best and worst is significant.
Customer spotlight: Barceló Hotel Group
Barceló Hotel Group achieved a 95% review response rate with a 2-day average response time.
How much engagement do hospitality brands get on social media?
Hospitality engagement rates come from Critical Truth, with data shown for restaurants, hospitality and tourism. Every platform rose from Q4 2024 to Q1 2025. LinkedIn led in Q1 at 3.90%, then Instagram at 3.10% and Instagram Reels at 2.60%; X reached 2.0%, and Facebook and TikTok 1.3% each.
Hospitality: engagement rate by platform
| Platform | Q4 2024 | Q1 2025 |
|---|---|---|
| 3.80% | 3.90% | |
| 1.90% | 3.10% | |
| Instagram Reels | 1.70% | 2.60% |
| X | 1.9% | 2.0% |
| 0.90% | 1.3% | |
| TikTok | 0.6% | 1.3% |
Source: Critical Truth
Data shown for restaurants, hospitality and tourism.
Local recommendations, special packages, or guest experiences bring destinations to life. Regular engagement provides a clear advantage in discovery and shaping consumer choices. While the low levels of post-publishing here are not representative of the global hospitality industry as a whole, there is nevertheless an opportunity to lead the way.
How many direction, website and call clicks do hospitality locations get?
Hospitality locations got fewer calls than direction or website clicks: a median of 245 calls in H1 2025, against 4,213 direction clicks and 2,796 website clicks. The top performers handled over 4,300 calls and drew over 20,000 direction clicks per location, while some locations barely registered a single call.
Hospitality: conversion clicks per location
| Metric | Average | Top Performer | Lowest Performer |
|---|---|---|---|
| Clicks for Directions Per Location | 4,212.85 | 20,981.75 | 3.39 |
| Clicks to Website Per Location | 2,796.16 | 56,819.59 | 0.02 |
| Clicks to Call Per Location | 244.96 | 4,313.88 | 0.02 |
Clicks for Directions: Hospitality locations generated a median of 4,213 direction clicks in H1 2025, showing strong customer intent to visit venues in person. The highest-performing locations attracted over 20,000 clicks, while some barely registered any. This range underlines the need for accurate addresses, map pins, and local details to capture travel-related searches.
Clicks to Website: Each hospitality location typically received around 2,796 website clicks, as travelers explored booking options, amenities, and offers. The top performers drew more than 56,000 clicks per location, while some received virtually none. This stark gap highlights how crucial it is for hospitality brands to invest in fast, mobile-friendly sites with clear booking paths.
Clicks to Call: Hospitality locations generated a median of 245 calls per location, often from guests confirming reservations, asking about availability, or requesting special arrangements. The best performers handled over 4,300 calls per location, while some barely registered a single call. Accurate phone details and well-trained staff ready to handle these inquiries can turn this demand into bookings.
How were these benchmarks measured?
Hospitality figures are anonymized Uberall customer data from H1 2025. On this page, review volume per brand, reviews per location (total and monthly) and conversion clicks are medians; all others are means (see the main report methodology). Engagement rates for Q4 2024 and Q1 2025 come from Critical Truth, with data shown for restaurants, hospitality and tourism.
Frequently asked questions
How do hospitality brands compare with the other industries?
Hospitality brands share the highest average star rating of the five industries, 4.16, with retail. Their average SEO rank, 6.24, is third of five, between energy (5.64) and retail (6.58), and their average profile completeness, 86%, is also third, after healthcare (93%) and retail (89%).
What does the report recommend for answering hospitality reviews at scale?
Hospitality brands can follow the reputation actions the report sets out for any multi-location business: combine human responses with AI or templates to reply at scale without losing authenticity, and keep a playbook for handling negative or fake reviews.
Benchmarks for other industries
How visible are your venues on Google, Apple and Bing?
