Hotel ratings do not tell the full story of how guests view a hotel, according to an analysis of the text of 5,830 reviews covering 57 hotels in Moscow, Russia. The study found, for instance, that negative comments have a heavier weight in a guest’s rating of a hotel than do positive comments. This uneven weighting means that a simple average of positive and negative scores may not provide a clear view of guests’ opinion of the hotel. This finding also underlines the importance of consistency, because guests’ bad feelings from poor service generally will submerge their favorable feelings from good service. The study applied a regression analysis to the relationships of 18,106 distinct terms relating to five specific attributes—amenities, experience, location, transactions, and value. Download the report.