Text Mining in Hospitality

By Jeff Catlin Co-Founder and CEO, Lexalytics, Inc | August 16, 2015

As true as the idea is, I find this anthem frustrating: what does “listen better” really mean?

It’s not bad advice, but it represents a simplified version of the problem and provides an incomplete solution to an incomplete question. There are three questions that hospitality experts should be asking and answering:

  1. Who is talking about my services?
  2. What are they discussing?
  3. How are they feeling?

These questions — the who, what, and how — represent a more comprehensive understanding of the elements of customer satisfaction, and answering them in full will reveal a more complete picture. But listening to each individual customer is hard when you have thousands of reviews and comments to sort through. Manual analysis is time-consuming and carries many challenges and drawbacks.

To accurately hear your customers’ voices, you need the modern marvel that is automated text analytics. Today, I’ll explain why.

Online Reviews are a Big Deal

Let’s begin by agreeing that the Internet — and the reviews on it — are enormously influential. In 2013, Travel Weekly reported that TripAdvisor and Yelp claimed over 200 million and 39 million unique visitors each month, respectively — and in 2014, TripAdvisor’s TripBarometer survey found that 95% of United States travelers say that reviews influence their choice of hotels. An independent study commissioned by TripAdvisor a year earlier went even further, finding that 80% of travelers read at least 6-12 reviews before they choose a hotel; and still another survey indicated that for 29% of consumers, positive online reviews are the most important factor in their booking decision.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Elaine Fenard
Laura K. Christa
Paul van Meerendonk
Mark Simpson
Lynn McCullough
Leigh Anne Dolecki
James Gelfand
Tammy Farley
Juston Parker
Didi Lutz
Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.