One of the biggest challenges that hotels face today is managing their online reputation. With the rise of social media, hotel guests are sharing their experiences on various platforms, making it easier for potential guests to access this information.

The key to successfully managing online reputation is to understand what guests are saying about your hotel. This is where text-based analysis of reviews comes into play. By using artificial intelligence (AI) powered tools, hotels can analyze reviews and feedback from guests, providing them with valuable insights into what is working and what needs improvement.

In this blog post, we will discuss how text-based analysis of reviews in AI-powered hotel marketing can help hotel general managers improve their online reputation, increase guest satisfaction, and ultimately, drive more bookings.

Understanding Text-Based Analysis of Reviews

Text-based analysis of reviews is the process of using natural language processing (NLP) and machine learning algorithms to analyze and categorize customer feedback. The goal of this analysis is to identify the most common issues and areas of improvement, as well as what guests are saying about your hotel’s strengths.

Using AI tools, hotels can extract sentiment and emotion from customer reviews, which can then be used to categorize reviews into positive, negative, and neutral. The sentiment of a review is based on the tone and language used, while the emotion is based on the words used and the context in which they are used.

For example, a review that states “The staff was incredibly friendly and accommodating” would be categorized as positive sentiment and emotion, while a review that states “The staff was rude and unhelpful” would be categorized as negative sentiment and emotion.

The benefits of text-based analysis of reviews are:

1. Improve Online Reputation Management: The first and most obvious benefit of text-based analysis of reviews is the ability to improve online reputation management. By analyzing reviews and feedback from guests, hotels can get a better understanding of what guests are saying about their hotel, which can then be used to improve the guest experience. For example, if a hotel is consistently receiving negative feedback about its breakfast options, the hotel can use this information to improve its breakfast offerings and provide a better guest experience.
2. Identify Areas of Improvement: Text-based analysis of reviews can help hotels identify areas of improvement. By analyzing reviews, hotels can see what guests are saying about the different aspects of their hotel, such as the room quality, staff friendliness, and food offerings. For example, if a hotel is consistently receiving negative feedback about the quality of its rooms, the hotel can use this information to improve the quality of its rooms and provide a better guest experience.
3. Increase Guest Satisfaction: By using text-based analysis of reviews, hotels can improve guest satisfaction. By understanding what guests are saying about their hotel, hotels can address any issues and make improvements to the guest experience. For example, if a hotel is consistently receiving negative feedback about the quality of its bedding, the hotel can use this information to improve the quality of its bedding and provide a better guest experience.
4. Drive More Bookings: By improving online reputation management, increasing guest satisfaction, and identifying areas of improvement, hotels can drive more bookings. By providing a better guest experience, hotels can attract more guests, increase repeat business, and ultimately, drive more bookings.
5. Improved Customer Experience: By using text-based analysis, you can identify areas where your hotel needs improvement. For example, if guests are consistently complaining about slow room service, you can take steps to fix the issue. This can result in improved customer satisfaction and a better overall experience for your guests.
6. Better Understanding of Customer Needs: Text-based analysis can help you to understand what your guests are looking for in a hotel stay. This can help you to tailor your services and amenities to better meet their needs, resulting in a more positive experience and higher levels of customer satisfaction.
7. Increased Marketing Efficiency: By using text-based analysis, you can identify areas where you need to focus your marketing efforts. For example, if guests are praising your hotel’s spa services, you can use this information to market the spa to potential guests. This can result in increased bookings and higher levels of revenue for your hotel.
8. Improved Competitiveness: By using text-based analysis, you can stay ahead of your competitors. By understanding what your guests are saying about your hotel and using that information to improve your services and amenities, you can stay ahead of your competitors and maintain a competitive edge.

Sentimantle is an easy-to-use solution for text-based analysis of guest reviews that provides you all these insights about particular hotels, clusters, chains, and even competitors!
Contact us to for a demo: https://sentimantle.com/contact/