Cornell University researchers are shedding new light on how hotel managers should properly interpret guest reviews posted online.
Another challenge for hotel managers is that not all reviews can be interpreted in the same way. The authors say that reviews for different hotel tiers gave varying weights to those attributes. “For instance, the guest’s experience was mentioned more commonly in reviews of high-tier hotels, while amenities and location came up more frequently for motels in the middle tier compared to hotels in other tiers….”
“One particularly noticeable feature of the reviews is that ratings sank when guests wrote lengthy reviews that focused tightly on a limited number of hotel attributes, while relatively briefer reviews that took a wider view of the hotel generally had higher ratings….
The study also found that guests write more about value and transactions when they are dissatisfied.
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