December 07, 2017

Hotels need tailored messaging to reach guests


Hotels could boost performance simply by using text from online customer review sites such as TripAdvisor, new research from King’s Business School has found.

By reviewing the language used in reviews and consumer-generated content, hotels can find a wealth of information to help identify and then target their consumers.


The team from King’s Business School, part of King’s College London, analysed a big data set of more than 250,000 online reviews for more than 25,000 hotels in 16 countries. The study found there were 19 controllable factors vital for hotels to manage in their interactions with visitors. These included checking in and out, communication, comfort, room experience and accommodating pets.

Different factors were important for different star ratings, with five-star guests more concerned with comfort, while room experience and communication were basic requirements at a one-star level.

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