Every year, ITB Berlin sets the hospitality industry’s pulse racing—not just because of the event itself, but because industry insiders turn hotel guests and critics overnight. Hotels brace themselves as travel professionals, accustomed to evaluating services and providing reviews of their experiences. Using data from the Global Review Index (GRI), our review analytics team analysed trends spanning three years: 2023, 2024, and 2025. His findings highlight shifts in industry sentiment, giving hoteliers a unique peek into how their peers judge their performance.
