Analyzing hotel star ratings on third‐party distribution websites

Abstract

PurposeThis paper aims to examine hotel star ratings on selected third‐party distribution websites, taking Hong Kong hotels as the sample.Design/methodology/approachStar rating information from 11 online distribution websites was retrieved and analyzed for all hotels in Hong Kong.FindingsAbout 60 percent of the hotels were found on at least six of the selected distribution channels, and only 24 percent of the hotels have consistent star rating across different distribution channels. Results of data analysis indicated that consistent star rating becomes more difficult to maintain as the number of distribution channels used increases.Research limitations/implicationsFindings of the study are limited to the selected hotels and electronic distribution channels. Still, the online distribution channels represent some of the most widely used electronic distribution channels.Practical implicationsFindings of this research will be of use to hotel managers and guests for better understanding the standard, in terms of star ratings, of hotels.Originality/valueDespite the importance of hotel star ratings on consumers and the hotel industry, prior studies in the existing hospitality literature rarely examined the difference of hotel stars. This novel study should, thus, make a meaningful contribution to knowledge development.