Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels

Abstract

This study investigates how premium hotels in Ankara can leverage data-driven strategies to enhance customer experiences, boost loyalty, and increase repeat guest expenditure. A qualitative content analysis was conducted on 186 TripAdvisor guest reviews from four leading luxury hotels in Ankara: Hilton Ankara Hotel, JW Marriott Ankara Hotel, Lugal, a Luxury Collection Hotel, and Sheraton Ankara Hotel & Convention Center. The reviews were analyzed focusing on key themes such as service quality, room cleanliness, breakfast offerings, and staff interactions. The study employed a thematic analysis approach to identify recurring patterns and themes within the guest feedback. The sample was selected based on the hotels' premium status and pricing, ensuring representation of the luxury segment in Ankara's hospitality market. Findings reveal high levels of overall satisfaction but also highlight areas for improvement, particularly in side services. The study emphasizes the importance of analyzing guest feedback to create personalized and targeted service offerings. Recommendations for hoteliers include optimizing service quality and tailoring experiences to meet guest preferences, thereby strengthening long-term customer loyalty.