Guest reviews provide one of the clearest windows into what travelers truly care about. Beyond star and score ratings, sentiment data reveals the emotional drivers behind memorable stays and missed opportunities.

Using data analyzed from more than 45 million guest sentiment mentions, Travel Media Group (TMG) identified the Top 5 Sentiment Tags of 2025, highlighting the themes that dominated online hotel reviews over the past year. These insights, discussed on The Suite Spot podcast by host Ryan Embree, Vice President of Marketing, and Jackie Avery, Director of Product for TMG’s Respond and Resolve™ solution, provide a high-level look at how guest expectations continue to evolve.

For hoteliers, this list is not just a reflection on the past year; it’s a roadmap for 2026.

#5 Facility Amenities (3+ Million Mentions)

Facility amenities round out the top five, underscoring the importance of a guest’s first impression. This sentiment category extends far beyond pools or fitness centers and focuses on shared spaces such as lobbies, hallways, elevators, seating areas, and even luggage carts.

For travelers, the first arrival sets the emotional tone of their stay. After a long travel day, guests are highly aware of their surroundings. Does the lobby feel welcoming? Are the hallways well-lit, or does the elevator arrive promptly? These details may fade into the background for hotel teams who see them every day, but for guests, they are new, noticeable, and meaningful.

With more travelers working remotely or blending business and leisure travel, public spaces are now viewed as extensions of the guest room. Lobbies double as workspaces, meeting points, and social hubs, increasing their relevance in reviews. Properties that regularly evaluate these areas through a first-time guest lens are better positioned to meet expectations and earn positive sentiment.

#4 Location (Nearly 3.5 Million Mentions)

Location remains one of the most discussed and misunderstood sentiment tags. While hoteliers cannot physically move their property, they have significant control over how the location is communicated.

Guests frequently reference proximity not only to attractions, but also to everyday conveniences such as grocery stores, pharmacies, restaurants, and airports. This is especially true for families, travelers with pets, or guests staying for extended periods.

Clear and transparent descriptions help guests feel prepared and reduce travel-related stress. When travelers know what to expect, they are more likely to view the location as a strength rather than a surprise.

#3 Cleanliness (3.6+ Million Mentions)

Cleanliness climbed to the number three spot in 2025, reflecting a shift in how guests talk about it. While cleanliness was once closely tied to health and safety concerns during the pandemic, it is now more often associated with care and appreciation for hotel teams.

Guests increasingly use reviews to praise housekeeping staff and acknowledge the effort that goes into a well-prepared room. A clean space creates an immediate sense of ease, signaling to travelers that they can truly relax and enjoy their stay.

That said, clarity remains essential. Policies around housekeeping frequency, opt-in services, or sustainability initiatives must be clearly communicated. If guests feel informed rather than misled, cleanliness sentiment tends to remain positive, even when services differ from traditional expectations.

#2 Staff (5+ Million Mentions)

Staff sentiment settled into the number two position, reinforcing a long-standing truth in hospitality: people define the experience.

Across all traveler types, guests consistently highlight moments where team members made them feel heard and valued. These moments often have little to do with solving a problem and everything to do with empathy through listening, offering alternatives, and going slightly above expectations.

In an industry increasingly shaped by automation and AI, it is notable that human interaction remains one of the most powerful drivers of reputation. Many guests leave reviews specifically to recognize an individual team member who made their stay special, turning everyday service moments into lasting impressions.

#1 Accommodations (8.3 Million Mentions)

At the top of the list, accommodations dominated guest sentiment in 2025. 

Beyond the basics, travelers comment on lighting, temperature control, layout, noise levels, and overall comfort. Guests are not mentally checking off amenities; they are reacting emotionally to how the room makes them feel upon arrival.

No matter who they are traveling with or why, all guests want the room to match the promise they envisioned. Properties that periodically experience their rooms through different traveler perspectives are better equipped to identify small improvements that make a big difference.

Honorable Mention: Food & Beverage (2.8 Million Mentions)

While not in the top five, food and beverage sentiment continues to rise. Guests frequently mention thoughtful touches, such as complimentary snacks, pet treats, infused water stations, or locally inspired offerings, that enhance their stay.

As hotels reimagine F&B experiences, these moments are becoming increasingly memorable and shareable, suggesting this category may soon break into the top tier.

Turning Sentiment into Strategy

When analyzed at scale, sentiment data reveals where hotels are meeting expectations, exceeding them, and where clarity and communication matter most.

Travel Media Group partners with hotels and hotel management groups worldwide to analyze this data and respond to guest feedback with purpose through its Respond and Resolve™ solution. By helping hotels understand and act on sentiment trends, TMG supports stronger guest trust and long-term reputation growth.

Watch the full Suite Spot episode HERE.