Report: What Online Hotel Ratings and Reviews Aren’t Telling Consumers
Photo Credit: Thorough analysis of online hotel reviews, like those found on TripAdvisor, is important for improving hotel operations. TripAdvisor
Skift Take
If hotels really want to know what guests think of their hotel, looking at the ratings isn’t enough.
That online hotel reviews are extremely important—both for potential guests and hotel management—is undisputed, but to really improve hotel operations, looking at numerical ratings isn't enough.
It also doesn't help that there are thousands of reviews for hotel operators to mine through—making it that much harder for them to read through each and every one.
Researchers at Cornell University's Center for Hospitality Research recently developed a text-mining method for analyzing online customer reviews of hotels and found that the reviews don't always tell the whole story.
While there are a few companies that provide automated software programs for analyzing those text reviews, like Fishbowl Analytics and ReviewPro, for example, this particular study used natural language-processing algorithms to try to find real-world applications for a sample of online hotel reviews.
"Uncovering insights
