Case Study: Marriott International uncovers actionable CX insights from guest reviews with Keatext

What Marriott’s Customer Reviews Tell Us About Cx in Hospitality

Marriott International, a global hotel group with over 7,000 properties, needed to turn vast amounts of unsolicited online reviews into actionable customer experience (CX) insights to preserve consistent luxury across local markets. Keatext used its text analytics to analyze more than 4,000 guest reviews (2016–2018), surfacing candid feedback for Marriott’s voice-of-the-customer and broader CX programs.

Keatext’s analysis processed 4,101 reviews (10,245 comments) from TripAdvisor, Booking and Expedia, identifying 5,327 praises, 4,454 problems, 433 suggestions and 31 questions and highlighting top topics like rooms, front desk, service, bathroom and breakfast. Those hotel-level findings — from slow elevators and noisy streets to parking costs and Wi‑Fi concerns — gave Marriott International clear, measurable actions to prioritize fixes, boost guest satisfaction and inform retention and CX strategy.

Marriott International