Australian operators outshine global tourism satisfaction benchmarks
Australian tourism businesses in the Quality Tourism Framework have beaten both global and Oceania guest satisfaction benchmarks, underlining the value of accreditation, consistency and continuous improvement.
Australian tourism businesses taking part in the Australian Tourism Industry Council’s (ATIC) Quality Tourism Framework (QTF) have again outperformed global and regional guest satisfaction benchmarks, according to Shiji’s Guest Experience Benchmark Report 2026.
In 2025, businesses engaged in the QTF recorded a Global Review Index (GRI) score of 89.7 percent, surpassing the global benchmark of 86.7 percent and the Oceania benchmark of 83.6 percent.
Read more: Sustainability and global recognition celebrated through the Quality Tourism Framework
The result highlights the strength of Australian operators in delivering consistently positive guest experiences, while reinforcing the value of structured quality standards and ongoing business improvement.
The GRI is an industry-standard online reputation score that combines and averages guest ratings and reviews from more than 80 online travel agencies and review platforms in over 45 languages. It is widely used as a measure of a business’ overall reputation and customer satisfaction, with higher scores reflecting stronger guest experiences and more consistent service quality.
Australian Tourism Industry Council CEO Erin McLeod said the results showed the impact of maintaining high standards and focusing on continuous improvement.
“Australian tourism businesses are proving that quality and consistency matter,” Ms McLeod said.
“With the Quality Tourism Framework, operators gain access to accreditation and business development programs, alongside practical tools that strengthen performance and refine the guest experience.
“This sustained focus on capability building and continuous improvement drives stronger satisfaction outcomes and sustained international competitiveness.”
Through their participation in the QTF, businesses also receive complimentary access to Shiji Reviewpro Reputation, a platform that brings online reviews into one place and helps operators respond to guest feedback in a timely and effective way.
Beyond reputation management tools, the QTF supports tourism businesses through nationally recognised standards and structured development pathways designed to strengthen credibility and build consumer confidence.
Industry leaders say participation in the framework signals a clear commitment to professionalism, service quality and ongoing improvement, helping operators remain competitive in a fast-moving tourism market.
Learn more about the Quality Tourism Framework. HERE.
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