Sentiment Analysis

Sentiment analysis refers to the use of natural language processing, text analysis, and computational linguistics to identify and extract subjective impressions in source materials, according to Wikipedia. Hotel reputation management software solutions are capable of aggregating reviews and social media mentions, conducting sentiment analysis, and gathering competitive intelligence. The software understands the language of the hotel industry and uses broad strokes to detect whether reviews are positive or negative. Some form of automated reputation management is a must-have for hotels these days, says hospitality data and analytics expert Kelly McGuire. “There is so much of that information, and it’s so easy for a person to be overly influenced by something either super positive or super negative. I don’t see how we can get away without it anymore.”