Transforming Customer Digital Footprints into Decision Enablers in Hospitality

The proliferation of online hotel review platforms has prompted decision-makers in the hospitality sector to acknowledge the significance of extracting valuable information from this vast source. While contemporary research has primarily focused on extracting sentiment and discussion topics from online reviews, the transformative potential of such insights remains largely untapped. In this paper, we propose an approach that leverages Natural Language Processing (NLP) techniques to convert unstructured textual reviews into a quantifiable and structured representation of emotions and hotel aspects. Building upon this derived representation, we conducted a segmentation analysis to gauge distinct emotion and concern-based profiles of customers, as well as profiles of hotels with similar customer emotions using a self-organizing unsupervised algorithm. We demonstrated the practicality of our approach using 22,450 online reviews collected from 44 hotels. The insights garnered from emotion analysis and review segmentation facilitate the development of targeted customer management strategies and informed decision-making.