The new research center of the Cornell University School of Hotel Administration issued by the use of a "text mining" (text-mining) the customized version of the software, the detail information to study the customer to some hotel evaluation. For the operators should be how to interpret, using reviews, the researchers put forward some new views. At the same time, for the operators to improve the hotel reputation online, they also give some practical suggestions, can help hotel managers better understand the subtle meaning of comments.
An important conclusion is: "long long comments pay close attention to some specific problems", this comment is the largest amount of information, the most worth taking hotel management attention. These comments in detail often than simple scoring is more accurate, but also the most useful.

Interpretation of the significance of customer reviews The researchers collected 5830 English comments from TripAdvisor as the sample, the sample covers 57 hotels in Russia, to provide reliable data for the study. They extracted 18106 key words from these remarks, is divided into 5 aspects: infrastructure, experience, position, and transaction value.

The researchers found that the "comments" the contents of the different (such as feelings, writing quality, comment theme etc.), satisfaction scores are not the same. That is to say, a comment may provide more information than a score, because consumers are sometimes difficult to only a fraction of the full expression of their level of satisfaction. Hotel if you want to improve the operating conditions, it can not just look at the score.
According to the comments on following aspects of data, treat customers comment on the hotel will bring benefits, the hotel's social participation will affect the performance of the hotel. The hotel management with the increase in the number of online reply comments, the hotel's revenue is also rising. But when reaching an approximate 40% recovery ratio, will appear the turning point of a lower income situation.
Another challenge for the hotel managers is that not all of the comments can be interpreted in the same way. Comments from different star hotels have focused on different aspects.
For senior hotels, customer reviews are more relevant to the experience, but for the middle end of the hotel, customers will be more in the comments mentioned facilities and geographical location;
It is worth noting that the one or two aspects in the comments if the customer is confined to the hotel comments, given the score may be low, on the contrary, if the comment is short but involves many aspects of the hotel, the score will rise accordingly;
When the customer is not satisfied, the comments will be more involved in the value and transaction;
For the most advanced hotel, 70% of the comments are referred to the experience of the guests, compared with the lower end of the proportion of the hotel is only 32%, in the middle grade hotel is 45%;
The higher the rating, the shorter the comment, the wider the point, the lower the score, the longer the comment, and only a few points;
Negative evaluation is more likely to affect the guest's score than the positive evaluation, which means that the median score does not truly reflect the guest's view of the hotel.
The secrets behind the research review
Hotel should encourage users to comment on the TripAdvisor and other similar sites, comments, the better online reputation, it means that the hotel has a more favorable prices, higher occupancy rates and better revenue situation.
According to the guest's comments, Pinchain inventory behind the significance.
The researchers said that from the overall strategy, the hotel should strive to provide customers with a better overall experience, rather than doing a good job in some areas, but in other ways disappointing;
The analysis reviews, should pay attention to the type of hotel, and the different needs of each customer to the hotel;
In order to gain a more comprehensive understanding, operators should be more extensive to collect customer reviews, and to take measures to improve the hotel for negative feedback;
Should use positive feedback to enhance the hotel's promotion, if a certain type of visitors to the hotel show a high degree of satisfaction, the operator can consider the positive feedback like this one group of tourist publicity out, in order to attract more tourists to the same type.
Some private enterprises have begun to provide software for hotel operators, help them to extract useful information from the comments. These companies also offer "sentiment analysis", to extract important themes from the lengthy review, so that operators take more efficient measures. The researchers are optimistic about the company's value, for these critical analysis software use and the researchers agreed, "with this software, the hotel operator is easy to separate positive and negative evaluation, in order to make corresponding adjustments in strategy and operations"