The research was published in SHA’s Center for Hospitality Research. The study, “ What Guests Really Think of Your Hotel: Text Analytics of Online Customer Reviews,” was written by Hyun Jeong “Spring” Han of the National University Higher School of Economics in Moscow Mankad Nagesh Gavirneni, associate professor of operations, technology and information management at Johnson and Rohit Verma, the Singapore Tourism Board Distinguished Professor in Asian Hospitality Management at Cornell’s School of Hotel Administration (SHA). “The terrible service will outweigh the good feelings from the stay’s excellent aspects,” Mankad said. And it underlines the importance of a hotel’s consistency: It’s better for hotels to provide guests with a moderately good overall experience than a hotel stay that is extremely good in some regards and terrible in others. That unevenness means a simple average of positive and negative scores may not provide a clear view of a guest’s opinion of the hotel.
“Uncovering insights that have real service and managerial implications distinguishes this project from other text-mining and natural language processing works,” said one of the study’s authors, Shawn Mankad, assistant professor of operations, technology and information management at the Samuel Curtis Johnson Graduate School of Management.įor example, negative comments carry more weight in a guest’s rating than positive ones.
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But their comments are so numerous and hard to analyze using traditional statistical methods that it has been difficult for managers to use reviews to improve operations.Ĭornell researchers have come up with a text-mining method of analyzing online customer reviews – and have found that they do not tell the full story of how guests view a hotel. Customers in the hotel industry are writing online reviews more than ever via social networks and travel websites.
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