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NetBase Research Shows Cleanliness Comes First for Hotel Guests From California, But Not Alaska

In-depth Analysis of 7 Million Social Media Posts Shows What US Travelers Care About Most in Their Accommodations, State by State

MOUNTAIN VIEW, CA. – July 29, 2014 – NetBase, the Social Analytics Company, today announced the results of a large-scale social media study into the hotel accommodation preferences of US travelers. The result: a clean room was a clear No. 1, followed by location and a friendly welcome. The results also revealed which states care the most about cleanliness, and it compared reviews for cleanliness at some of the best- known US hotel brands.

The NetBase study took a detailed look at more than 7 million social media posts by travelers during the three-month period ending June 30th, across sites including Fodor’s, Lonely Planet, TripAdvisor and Yahoo Travel, to determine what was most important to them in a hotel stay.

At the top of the list:

  • Cleanliness (with 100,000 posts mentioning cleanliness as an important attribute of a hotel stay)
  • Location (mentioned in 70,000 posts)
  • Friendliness of staff (mentioned in 35,000 posts)

A closer, geotracked look at the numbers shows that residents of coastal states care the most about a clean room. Californians mentioned cleanliness in 10 percent of their posts, with Floridians a close second at eight percent and Texans and New Yorkers tied for third place at seven percent. The states that mentioned cleanliness least were all in the center of the country: North Dakota, South Dakota and Wyoming, each with cleanliness cited as a key attribute in fewer than one percent of social media posts.

NetBase’s geotracking revealed other regional differences: Alaskans seem to care the most about noise, with the word “quiet” showing up often in their hotel reviews, while Maryland residents pay close attention to room size. Mississippi residents post about “comfort” when leaving hotel reviews, but for people in Nebraska, “breakfast” is the most important consideration.

Hilton Often Cited for Cleanliness

The NetBase study also looked at reviews for cleanliness for some of the best-known American hotel brands: Hilton, Hyatt and Marriott. Hilton received the largest number of positive mentions for this attribute, with about 400 reviewers impressed with Hilton’s attention to cleanliness in both rooms and lobbies.

“Social media has emerged as one of the most important ways consumers make decisions about everything, including travel accommodations,” said Pernille Bruun-Jensen, Chief Marketing Officer at NetBase. “That’s why NetBase thought it would be interesting — especially to the hospitality industry — to use our advanced social analytics tools to find out what US travelers want most in a hotel room.”

About NetBase

NetBase is the award-winning social analytics platform that global companies use to run brands, build businesses and connect with consumers every second. Our platform processes billions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation leaders. NetBase is a trusted partner to AMC Networks, American Airlines, Arby’s, Coca-Cola, Kenneth Cole, Ogilvy, SAP, Taco Bell, Walmart and YUM! Our customers report 34% reductions in the cost of capturing social media insights, 20% reductions in the time spent managing PR, and a significant boost in productivity for many business functions.

Learn more at www.netbase.com or @NetBase. Get real-time brand insights with LIVE Pulse

Press Contact for NetBase:

Julia Glenister
The JAG Wire Group
415.459.3688
jag@jagwiregroup.com