107 – Top 5 Guest Sentiment Trends of 2022

Suite Spot: A Hotel Marketing Podcast

Join TMG Marketing Director Ryan Embree and Vice President of Product and Technology Patrick O’Brien on this episode as they analyze and give insight into the top 5 guest sentiment trends of 2022. You will learn about the most talked about topics and how travelers felt towards them so you can adjust your hotel operations for the new year. Suite Spot Podcast · 107 - Top 5 Guest Sentiment Trends of 2022 Episode Transcript Our podcast is produced as an audio resource. Transcripts are generated using speech recognition software and human editing and may contain errors. Before republishing quotes, we ask that you reference the audio. Ryan Embree: Welcome to Suite Spot, where hoteliers check-in and we check out what's trending in hotel marketing. I'm your host, Ryan Embree. Hello everyone, and welcome to another episode of the Suite Spot. We have made it 2023, but today we are going to talk all about 2022. Yes, this is one of our annual episodes. We've done it, I think now for two or three years. Want to welcome Patrick O'Brien, Vice President of Product and Development and Technology. Back to the Suite Spot. Patrick, welcome back. Patrick O'Brien: Thank you so much for having me. Ryan Embree: Yes, and we've got a great episode for you today. If you've listened to the Suite Spot before, you've heard this around this time of year, as you know, we are the premier solution provider for the hospitality industry and reputation and review response. And with that comes a lot of data. If you've listened to me and you listened to a lot of episodes, you know, I love data, give so many analytics, insights, blueprints into what we as hoteliers can do to improve our guest experience on property. And this episode is all about that data. We are gonna be looking at the top five sentiment trends in 2022. But first, Patrick, this is always a question that literally makes my jaw drop every time I ask it. I know we hit a incredible milestone. We had a whole episode dedicated to it. The 1 million guest review mark that we at Travel Media Group and your respond & resolve team has responded to. Congratulations on that feat. But how many reviews do your respondent resolve team respond to each month for hotels? Patrick O'Brien: Well, first off, thank you very much. That was an exciting, you know, milestone to hit. And you know, I think the crazy thing with that, you look at that number and then you look at where we were last year and where we're moving to, just the kind of the snowball effect of those amount of reviews and all that our team is getting accomplished is, is really significant. And the number of reviews month to month obviously varies. It really based on kind of trends that you'd expect to see where the review flow will increase fairly dramatically around spring break and summer travel and around holiday travel in 2022, our team responded to just under 220,000 reviews. Or, you know, if you average that out, it'd be around 18,000 a month with our highest level occurring in July at 23,800 reviews. And I think while that number is really impressive, and when you look at it in regards to our million reviews, it's very impressive. Our team treats every response good or bad, really like a mini PR opportunity for our customers. So not only are we ingesting and understanding the customer review, we are also identifying all the qualifiable sentiment areas in that review, we're crafting a response, providing an opportunity for the customer to approve that response and give feedback. So really be part of that conversation. And then our team has a separate analyst review, the combination of written response and custom feedback, really again for grammar clarity and consistency before they post that response to our clients guest and their potential guest to see. So that number actually really represents 220,000 written responses, 220,000 customer approvals, 220,000 grammar edits, and 220,