TripAdvisor ratings insufficient

Question:
How does my guest satisfaction score compare to the user rating on TripAdvisor?

-Social Media Manager of a city hotel

Our Answer:

The 1 to 5 “traveler ratings” on TripAdvisor are often arbitrarily assigned by guests. Some
guests will even allude to this in the review: “I would have given the hotel 5 stars, but I’m deducting one star because the pool was closed for renovations.” Because of this subjectivity, the star rating system is not an effective means of comparing guest sentiment across hotels.

Brand Karma’s guest satisfaction score quantifies the positive and negative statements from
the guest reviews to determine the prevailing sentiment toward the hotel. This is where Brand Karma stands out from other social media tools out there which just simply import ratings into their tool and use those numbers as the hotel metrics.

For example, we score each Frequently Asked Questions comment within the reviews, such as “the concierge was very friendly and efficient” or “the room was small and overpriced”, to determine an overall satisfaction score. Since similar comments are scored similarly, the Brand Karma satisfaction score is a more precise measure to use when comparing sentiment across competing hotels.