Hotels and casinos have long suspected that guest comments and ratings posted on review sites influence key operating metrics like future bookings. Recent developments in social media analytics have finally provided the opportunity to firmly establish this relationship, and understand the conditions under which the relationship holds. In this session, you learn how to incorporate operational data into social media analytics. We discuss emerging categories of social media analytics for hospitality, which operational data sources are most closely linked to social media, and how to determine whether there is a statistically significant relationship between guest sentiment and future bookings
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