Customers tweeting about positive experiences is always good publicity for any business. For the hospitality industry, going above and beyond for customers is an easy way to ensure word-of-mouth referrals.
On the other hand, sadness accounted for 22% of emotion-categorized mentions about accommodation, and anger was the cause of a further 19%. These negative conversations can commonly be attributed to slow WiFi, poor room service, and lodging complaints.
Looking specifically at negative mentions of hotel rooms on Twitter, the main theme was disappointment in cleanliness. Early hotel check out times were also commonly discussed, while many expressed disappointment when finding dirty rooms when checking in.
It’s worth noting that frustration surrounding quarantining in hotels was also a frequent theme.
Business professionals vs vacationers
Business travel makes up a large percentage of hotel stays. International travel statistics suggest that 1.3 million people travel for business every day in the US alone. Plus, a reported 40% of hotel guests are business professionals. So, how does this impact the accommodation industry?
Interestingly, business professionals are much more likely to have negative sentiment towards aspects of their hotel stay than other kinds of visitors.
We looked into how the general public discuss accommodation compared to those traveling for business. Looking at breakfast, customer service, and sleep and comfort as indicators towards different aspects of accommodation, we found that sentiment is much different across both demographics.
Business professionals are twice as likely to have negative conversations online regarding customer service and sleep and comfort. Equally, they’re over half as likely to have positive conversations about their experiences.