Study based on a sample of customer reviews, processed using the SoLike automatic response solution
In 2024, SoLike analyzed and responded to a sample of 87,028 customer reviews for its customers in the hotel sector. This data, collected and studied through our platform www.solike.review, offers an overview of trends, strengths and areas for improvement identified by travelers.
In the hotel industry, every opinion counts. Customer feedback directly shapes the image of an establishment. Online platforms (OTAs) play a decisive role today: they influence the booking decision, strengthen or weaken the'E-reputation, and directly impact the Occupancy rate as well as the revenues.
Responding to reviews is not limited to a polite approach: it is a proof of attention, a loyalty tool and a lever of trust for future customers. By taking care to personalize each response, hoteliers stand out from their competitors and value the experience they offer.
This article introduces the Key figures for 2024 and highlights what your customers value the most, as well as areas for improvement to enhance the hotel experience.
I. Top 5 languages most used in customer reviews
Among the 87,028 reviews analyzed, the vast majority were written in French (73.5%). English comes in second with 12%, followed by German (3%), Spanish (2.8%) and Dutch (2.2%), followed by German (3%).
The other languages alone represent 6.5%, i.e. a marginal share.
This distribution reflects the strong presence of French-speaking customers for French hoteliers, while underlining the importance of offering multilingual answers.
II. Season and review volume
Number of Reviews per Month (2024)
Seasonality is clearly felt:
The monthly distribution of the sample of 87,028 reviews reflects the high seasonality of tourism activity. There was a marked increase during the summer, with a peak in August 2024 (more than 13,000 reviews).
In total, customers left 87,028 reviews with an average length of 41 words.
III. Breakdown of notes
The overall average score of the sample is 3.78/5, a correct score that reflects overall customer satisfaction, while leaving room for improvement.
Details of the grades awarded:
1 ★: 7.3% → Dissatisfied customers, generally marked by a strong and lasting disappointment.
2 ★: 9.9% → Mixed experiences, where the negative points took over despite some positive aspects.
3 ★: 10.8% → Neutral opinions: customers found the stay ok, but without a “wow” effect.
4 ★: 40.2% → Very good satisfaction: a large part of travelers enjoyed their experience, sometimes with some details that could be improved.
5 ★: 31.8% → Excellent satisfaction: a third of customers express a successful stay, often thanks to the quality of the welcome, the cleanliness or the quality-price ratio.
Reading these results
La high proportion of positive reviews (72% with 4 ★ and 5 ★) shows that the majority of customers have an overall successful experience.
The significant rate of negative reviews (around 17% between 1 ★ and 2 ★) However, remember that some expectations are not being met and that a quick and personalized response is essential to limit the impact on reputation.
Les reviews 3 ★ (10.8%) are a strategic category: they are often customers who could be retained if the establishment takes into account their comments and improves their next experience.
Why is it crucial for the hotel industry?
In the hotel sector, the average score is one of the first criteria travelers look at before booking. A gap of 0.2 point average can make the difference between a chosen or discarded hotel. Responding quickly and professionally to reviews, even negative ones, not only reassures future customers, but also shows a continuous improvement approach.
IV. Qualitative: What customers value the most
The semantic analysis of the sample reveals the aspects most frequently cited by travelers. This feedback is a valuable indicator for understanding what really makes a difference in the hotel experience.
The criteria most valued by customers
Cleanliness : it's the word that stands out the most. A clean establishment is a guarantee of trust and a non-negotiable condition for customer satisfaction.
The staff : the terms friendly, welcoming, helpful appear very often. The human factor remains central: the attitude of the staff can transform a good stay into a memorable experience.
The breakfast : regularly highlighted as a popular moment of the day. Its quality and variety contribute to reinforcing the positive impression of a stay.
The location/city center/proximity : the convenient location of a hotel plays a decisive role, especially for travelers who want easy access to points of interest.
The quality/price ratio : considered as a major satisfaction criterion, it reflects the perception that the service offered is in line with the price paid.
Strategic reading for hoteliers
These results confirm that customers do not only focus on price: they evaluate their stay through a combination of objective (cleanliness, equipment, location) and subjective elements (welcome, ambiance, comfort).
A hotel that succeeds in combining these dimensions not only gets better ratings, but also benefits from spontaneous recommendations from its customers.
V. Strengths and areas for improvement based on customer reviews
Strengths (positive impact above average)
Service (+0.20) : The human factor is by far the most valued element. Customers emphasize the friendliness, availability and professionalism of the staff. It is the first driver of satisfaction and a strong differentiator in a sector where customer experience takes precedence.
Cleanliness (+0.12) : An essential element in the hotel industry. A clean hotel inspires confidence and is the basis for any successful experience. Travelers associate cleanliness with the quality and seriousness of the establishment.
Location (+0.05) : Being well located remains a decisive competitive advantage, especially for establishments in the city center or close to points of interest. Customers appreciate the convenience and time savings.
Hotel/Experience and Breakfast (+0.01) : Although the impact is lower, these criteria contribute positively to the overall image. A quality breakfast or a pleasant atmosphere increase satisfaction.
The major area for improvement (negative impact below average)
Bedroom (—0.20) : This is the most problematic point. Customers often express reservations about size, comfort, decoration or even sound insulation. The room being the heart of the hotel experience, any disappointment on this criterion weighs heavily on the overall score.
Strategic reading
This graph highlights a common reality in the hotel industry:
Customers more easily forgive a small defect in location or breakfast if the service And the neatness are irreproachable.
On the other hand, a room considered uncomfortable or poorly maintained has a direct and lasting impact on satisfaction, and therefore on online reputation.
VI. Semantic analysis by category
The study of mentions associated with the main themes makes it possible to understand what triggers the most satisfaction... but also the sources of dissatisfaction.
Highly valued points
Service : the most cited category with an overwhelming majority of positive reviews. Customers highlight the friendliness, availability and efficiency of the staff. This confirms that people remain the core of the hotel experience.
Cleanliness : widely perceived positively, this criterion plays a key reinsurance role. When cleanliness is there, it is often spontaneously picked up.
Overall positive criteria but more nuanced
Location : although it generates a majority of positive reviews (proximity to the city center, accessibility), it also elicits criticism related to noise or the environment.
Hotel/Experience : a lot of positive experiences are reported, but the proportion of negative reviews is significant. This reflects perceived differences between establishments (atmosphere, equipment, quality-price ratio).
Breakfast : appreciated overall, but with a significant portion of neutral or negative feedback. Criticism often focuses on the lack of variety or the perceived quality of the products.
The major point of fragility
Room : it is the most contrasting category. While many reviews are positive (comfort, bedding), it also contains a significant proportion of neutral and especially negative mentions. Criticism often concerns the size, sound insulation, aging decor, or maintenance of equipment.
Strategic lessons
Hoteliers can capitalize on their strengths (service, cleanliness) by putting them more prominently in their communication and responses to reviews.
Les recurrent weaknesses (room, breakfast) must be the subject of targeted corrective actions: modernization of rooms, improvement of the breakfast offer.
This analysis shows that customers pay attention to a range of details: if the basics (welcome, cleanliness) are respected, they become more lenient on other points.
BONUS: When customers (and our responses) go beyond the box
To end this article, what better way than to give you the top 3 fun reviews that we found in our database.
The opinions are not always classic: some stand out for their quirky or humorous tone.
Top 3 offbeat reviews
“Great and hearty breakfast... with a waiter who should do stand-up comedy 🤣”
“I want to express my great satisfaction... and my laughter at the decor”
“Magnificent, I did not expect such a great service... even the coffee had humor”
Our most quirky answers 🤣
⭐️⭐️⭐️⭐️ Decent hotel, but the Wi-Fi wasn’t working… too bad...
SoLike Response About the faulty Wi-Fi… let’s call it a forced disconnection! Sometimes even the internet needs a little wellness break. Jokes aside, we completely understand how inconvenient this must have been, and we’re working with our provider to strengthen the signal.
⭐️⭐️⭐️⭐️⭐️ Quiet and clean room, but the soundproofing needs improvement, I could hear my neighbor snoring.
SoLike Response Regarding the soundproofing… we didn’t plan on offering you a nightly snoring concert in stereo. Your feedback is very relevant, and we take it seriously. We’re already considering solutions to ensure our guests don’t unintentionally take part in wall-to-wall snoring competitions.
Responses generated with the humorous filter
What this analysis reveals
Responding to reviews is not just about managing a company's image:
It is a proof of attention and listening for each customer.
It is a reinsurance lever for future travelers.
It is also a way to value the team and its assets.
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SoLike: The referent for responding to customer reviews
Faced with the growing importance of online reviews in the hotel sector, SoLike is now the leader in responding to customer reviews. Our solution is used by hundreds of establishments to effectively manage their e-reputation and strengthen the satisfaction of their travelers.
What makes us different:
One unique expertise in writing responses adapted to each context (positive, negative, neutral, or offbeat).
A technology ofPioneering automation, capable of generating personalized responses in a few seconds, in several languages. (without validation and via AI)
One considerable time savings for hoteliers, who can focus on what matters most: the customer experience.
You can test for free up to 20 responses per month. SoLike then offers three options:
The Chrome extension, a plugin that you install, a button that appears on your review pages.
Full automation of your responses to reviews thanks to our technology.
La Serenity formula, where a dedicated account manager takes charge of all your answers to completely free you from this management.
Do you want to test, change your package or find out more? Get in touch with us today.
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