Archive for the King’s Business School Category

Hotels lose business by missing ‘vital’ marketing messages

Hotels are “losing customers” because they do not use the most effective marketing messages for their ratings, reveals new research from King’s Business School. The researchers created a model that analyses hotel performance using text from online customer reviews on websites such as TripAdvisor. From a dataset of more than 250,000 online reviews for 25,000 hotels in 16 countries, a total of 19 controllable factors were found to be vital for hotels to manage in their interactions with visitors. These included checking in and out, communication, homeliness, room experience and accommodating pets. The research further identified the most important dimensions


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