The addressed theme focused on the importance of online reviews in contemporary hotel industry, emphasizing the crucial role customers play in sharing their opinions and experiences through review platforms. Therefore, the research aimed to contribute to the improvement of hotel services by highlighting the relevance of perceived quality in various aspects, such as location, comfort, cleanliness, cost-benefit, and Wi-Fi availability. In this context, the main objective of this article was to analyze the most present positive and negative factors in online reviews of hotels in the Cabo Branco district, Paraiba. Regarding the methodological approach, reviews of hotels listed on the Booking and TripAdvisor platforms were collected and analyzed, focusing on the Cabo Branco district, PB. The results revealed that location, cleanliness, and Wi-Fi quality emerged as the main positive aspects highlighted by customers, while cost-benefit and the amount paid for the service were pointed out as the main negative factors. For future research, it is recommended to conduct longitudinal studies to monitor the evolution of reviews over time, as well as a more in-depth investigation into the factors that influence customer satisfaction in the hotel industry. This includes aspects such as organizational culture, customer experience, and technological innovations. These approaches can provide valuable insights for the development of effective management strategies and the improvement of hotel service quality.

Lodging establishments, booking.com, quality, tripadvisor