TripAdvisor reviews contain an overall score, scores on Cleanliness, Value for Money, Sleep Quality and Service. However this is very basic knowledge because text from reviews contains information on the details of the experience and the feelings that this experience has generated such as:
–How great the welcome drinks upon arrival felt.
-The breathtaking view of the Caldera
-The fact that there was dripping water from the faucet which wouldn’t stop all night
-The pillows that were “hard like a sandpaper”
-The “tiny” bathroom
-The unexpected charges for coffee and tea
We start with a Key Question: Which Topics are discussed in Highscore reviews and which topics are found in Negative Reviews? (We consider a Positive Review a 5 stars rating, anything less is Negative). Let’s take a look at the following Bar chart which shows the Frequencies(%) of Topics being discussed in each Category:
Notice how often the topic “Service” has been discussed in Positive reviews but it is almost completely lacking from Negative Reviews. “Bathroom” on the other hand is found almost entirely in Negative Reviews. HIGHPOS is a Topic which includes words and phrases that are extremely positive such as awesome, breathtaking, once in a lifetime, fantastic.
So far we can hypothesize that mentions for Bathrooms are commonly found in Negative Reviews.
Next, we use a Text classifier to identify which words (not topics) are found to positive reviews (shown in green) and which on negative reviews :
Note that we cannot be sure about the context for which these words refer to but we can understand in most cases after a bit of searching and co-occurrence analysis: A spotless place, complimentary champagne, delicious Food, a Nice Breakfast and true Greek Hospitality are the way to success. On the other hand Basic facilities, problems with having a restful Sleep, a Shower which doesn’t work as it should and unpleasant smells from the Bathroom, all these issues could lead to a non-favorable review.
– That some Hotel owners charged their visitors for Security Keys (and this was not received positively)
– That Stray Cats are not always welcome
– Which elements create a Perfect Romantic Sunset or the most Memorable Wedding Ceremony
– Which experiences generate intense positive feelings.
And the list can go on:
– Reception of new Guests / Friendliness
Each ‘F’ means that the relevant Topic has not been found within a Review while a ‘T’ means that this Topic was discussed. We can analyze this table to find which Topics / Incidences and different elements of the Customer Experiences (Room Service, Beds, Welcome Drinks, Breathtaking view, etc) are important in creating a memorable experience and thus a good rating and Top position on TripAdvisor.