Guest Response Index · Thailand · Jul–Sep 2026
77% of negative hotel reviews in Thailand get no reply.
We audited 67 independent hotels in Thailand between July and September 2026, covering 2,159 guest reviews on Google, Booking.com, Agoda and Trip.com. Hotels replied to 28% of reviews on average, and more than 3 in 4 negative reviews were left unanswered.
Published 11 Oct 2026 · HoteliaOS research
Key findings
Hotels with zero replies, by platform
Share of properties listed on each platform that had not replied to any of their recent reviews there. Trip.com and Agoda, where many Asian travellers book, were the most neglected.
Why it matters
Guests read a hotel’s replies before they book, and AI search tools now summarise a hotel from the same reviews. An unanswered complaint stays in that picture with nothing beside it. A calm, specific reply shows the next guest that the problem was heard and fixed.
The gap is widest where it costs most: negative reviews, and the Asian booking platforms that independent Thai hotels rely on.
What hotels can do
- Answer every negative review first, within a few days, in the guest’s language.
- Cover every platform, not only Google. Trip.com and Agoda reviews are read by guests too.
- Fix the pattern, not just the review. When the same issue appears in several reviews, the reply matters less than the fix.
How does your hotel compare?
Get your hotel’s reply rate and guest themes in a free audit, or try HoteliaOS free for 14 days.
Methodology
- Sample: 67 independent hotels in Thailand, drawn from HoteliaOS prospect research and hotels that requested a free review audit.
- Data collection window: audits run from July to September 2026. Each audit covers the reviews visible at that moment, some of which were posted earlier.
- Reviews: the most recent reviews visible on each platform at the time of the audit: 2,159 reviews in total, 135 of them negative.
- Platforms: Google, Booking.com, Agoda and Trip.com.
- Negative review: rated 3 or lower out of 5 (6 or lower on 10-point scales).
- Reply: a public response from the property shown under the review.
- Limits: the sample is not random and leans towards hotels in our research pipeline. Each audit is a snapshot, and platforms show different numbers of recent reviews. Individual hotels are not named.
How each figure is calculated
- 77% of negative reviews got no reply: negative reviews with no reply ÷ all 135 negative reviews in the sample.
- 28% average reply rate: share of reviews with a public reply from the property, averaged across the sample.
- 51% of hotels answered fewer than 1 in 4 reviews: hotels whose reply rate was below 25% ÷ all 67 hotels.
- 28% of hotels never replied: hotels with no reply on any review ÷ all 67 hotels.
- Zero replies by platform: hotels with no reply on that platform ÷ hotels with reviews on that platform.
This is a preliminary edition. The full H2 2026 edition, covering July to December, will be published in January 2027.
Questions
What share of negative hotel reviews get a reply in Thailand?
In the HoteliaOS Guest Response Index (Thailand, Jul–Sep 2026), 77% of negative reviews at 67 independent Thai hotels had no reply from the hotel. Only about 1 in 4 negative reviews was answered.
What is the average hotel review reply rate in Thailand?
Hotels in the sample replied to 28% of reviews on average. Half of the hotels (51%) answered fewer than 1 in 4 reviews, and 28% never replied to any review.
Which review platform do Thai hotels reply to least?
Trip.com. 68% of the properties listed there had not replied to any of their recent Trip.com reviews, followed by Agoda (60%), Google (51%) and Booking.com (50%).
How to cite
HoteliaOS (2026). Guest Response Index: Thailand, Jul–Sep 2026. https://www.hoteliaos.com/guest-response-index
Questions about the data: hello@hoteliaos.com