We took a deep dive into Twitter conversations to study how hotel customers rate their experiences.

Here are four key trends for the hotel industry in 2022.

Note: Data covers Twitter mentions between 1 January 2022 and 30 April 2022.

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1. Noise levels matter

Noisy rooms are the biggest bugbear for hotel-goers and loud neighbors are frequently complained about. This is especially true during the early hours, and we see negatively-categorized mentions on this topic consistently peak at 12am.

Noise is one of the most negatively discussed aspects of staying in hotels, so it should be a high-priority issue to fix.

Investing in sound-proofing for hotel rooms can help businesses reduce online complaints from guests. From double-glazed windows to offering complimentary earplugs, there’s plenty that hotels can do to help customers relax.

2. Business customers have different needs

Business professionals are much more likely to have negative opinions on a hotel stay than other kinds of visitors. For example, when looking at sleep and comfort-related mentions, business professionals were twice as likely to complain about their stay. This trend is also seen across customer service-related conversations, with 39% of sentiment-categorized mentions being negative.

The high demands of work travel might be the reason why business professionals are more concerned about such arrangements. Hotels might benefit from offering more ways for business travelers to wind down after work.

3. Invest in breakfast

Breakfast is a key player when it comes to guest satisfaction. Online conversations about hotel breakfasts were twice as likely to be joyful than those around any other aspect of hotel stays.

In our previous research on hotel trends in 2020, this fact remained the same. Food is the way to the heart, and by maximizing breakfast, room service, and general dining experiences, hotels can increase the number of customers sharing positive experiences online.

4. Afternoon hours are active

Knowing when your customers are online can help you be there when they need you. For example, if they’re tweeting your brand asking for help, you can offer impressive response times to increase satisfaction.

Tweets about hotels are most common between the hours of 3pm and 5pm. Having dedicated staff on your brand’s Twitter account during afternoon hours could pay off.

Our key takeaways

Customer service, good food, and quiet rooms go a long way with hotel guests. Equally, not all guests are the same. Business guests, group bookings, and families all have different needs. Catering to these individual characteristics are sure to set you apart from the competition.