Review Analytics & Guest Insights for Luxury Hospitality

We turn thousands of online reviews, unstructured data scattered across multiple platforms, into clear decisions for your hotel.

Decisions
you can measure.

About

Your guests have already said it all. We measure what they said.

Every comment on Google, TripAdvisor or Booking is a data point. Together, they add up to thousands of free-text opinions: impossible to read one by one, but valuable when analysed with method.

Data Insights specialises in hotel review analysis: we collect, process and analyse these reviews using text mining and statistics, and deliver what matters: what drives satisfaction, what drives dissatisfaction and where to act first.

8,433reviews analysed in a single study
100%public data, no access to your systems needed
1clear report, with action priorities

Services

From guest opinion to management decision.

01

All your reviews, in one place

Everything guests write about your property on TripAdvisor, Google and Booking, brought together and turned into indicators you can measure and compare.

02

What guests value

The strengths behind positive reviews, which should be protected, reinforced and featured in your marketing.

03

What drives dissatisfaction

Recurring problems, when in the year they appear and among which guest profiles, separated from one-off complaints.

04

Action priorities

A clear plan, in plain language, with improvements ranked by their impact on the guest experience.

Methodology

A rigorous method, clear results.

01Collection

Web scraping of review platforms, with personal data anonymised.

02Processing

Cleaning and structuring large volumes of free text.

03Analysis

Text mining and statistical testing to separate real patterns from noise.

04Action plan

An executive report, in plain language, with concrete priorities.

Case study

Guest satisfaction in ski resort hotels: the case of the Swiss Alps

8,433reviews · 10 four- and five-star hotels

Independent sector study

Challenge

Understand what really drives guest satisfaction in high-end mountain hotels, based on what guests themselves write online.

Approach

  • Collection of 8,433 TripAdvisor reviews from the top 10 hotels in the Swiss Alps
  • Sentiment scoring of every review, from very negative to very positive
  • Identification of the topics guests talk about most
  • Comparison by nationality, trip type, season and year of stay, to separate real patterns from isolated cases

Results

  • Swiss guests are the least satisfied and North Americans the most satisfied. Guests who know the destination well arrive with higher expectations and need personalised experiences.
  • The low season brings higher satisfaction than the high season. In the high season, expectations exceed what the hotel can deliver, so communication should be tailored to each season.
  • Families are the most satisfied segment and groups of friends the least. There is room for packages designed for groups.
  • Staff, breakfast and the Alpine scenery are the most valued attributes: the strengths to protect and highlight in communication.
  • Satisfaction fell in 2020–2021 and recovered afterwards: a segment sensitive to external shocks, which calls for crisis communication plans.

Tools

ApifyPythonIBM SPSS

What you receive

A clear report, ready for decisions.

A page from the executive report, built with real data from the case study. Each chart answers a management question and ends in an action priority.

Team

Data and hospitality, side by side.

Ana Sofia Freire, founder of Data Insights

Ana Sofia Freire

Founder · Marketing Data Analyst

Master’s in Marketing Management, with research on guest satisfaction and experience in luxury hotels, based on online reviews.

Experience in digital marketing data analysis (Meta Business Suite and Ads Manager) and in review text mining.

Certified trainer: communicates results clearly to any team.

Specialist in turning large volumes of unstructured data into clear, actionable conclusions.

Joaquim Cipriano, Data Insights

Joaquim Cipriano

Infrastructure & Systems

Trained in the Installation and Maintenance of Computer Networks and Systems.

Ensures the technical infrastructure behind the data is reliable, secure and efficient.

FAQ

Before we begin.

What kind of organisations do you work with?

Hotels, resorts, luxury accommodation and hospitality groups that want to understand, with data, what their guests value and what drives them away.

How does a proposal work?

It starts with an initial conversation to understand your property and your goals. Based on that, we send a proposal with a fixed scope, platforms to analyse, timeline and price. At the end, you receive an executive report and a presentation of the results.

Do I need to give you access to my data?

No. We work with public reviews, so we can carry out the analysis without access to your internal systems. If you would like to combine it with your own data (occupancy, surveys), that is also possible.

Can you compare us with our competitors?

Yes, on request. Because reviews are public, the same analysis can be applied to your direct competitors, comparing satisfaction on the same topics.

Is the data kept secure?

Yes. Personal data is anonymised and used only for your project.

Which tools do you use?

Apify to collect reviews, Python to prepare the data and IBM SPSS for sentiment and statistical analysis.

Contact

Shall we talk about your guests?

Leave us your details and we will get in touch for a first conversation.


datainsights@asfreire.com