Hotels are hated on social media — but not nearly as much as airlines

It's usually the airlines that get the worst rap on social media. Recent research has confirmed that airlines are the most vilified on social — yet hotels aren't that far behind. Crimson Hexagon analyzed thousands of tweets from January 1, 2015 to June 14, 2015, and used human-assisted language processing and sentiment analysis tools to categorize tweets as positive, neutral or negative. This is a common broad-brush tactic to quickly determine a brand's overall perception on social media.

The overall loser was Hilton, with 17% of its tweets coming in as negative, but the next worst was actually a five-way tie! Marriott, Sheraton, Westin, DoubleTree and CrownePlaza each had 14% of tweets land on the negative sentiment side.

Hotels are generally most interested in how their customer service teams perform on the positive side of things, as those are the key opportunities to build the all-important brand loyalty. The brands that are delivering exceptional social-share worthy experiences are Radisson, with 62% of positive tweets, and Best Western, with 57%. The third place runner up is Marriott (again!) with 45%. Radisson also had the lowest negative sentiment, at just 4%.

Here's the breakdown of tweet sentiments during that timeframe — green is good, red is bad and blue is neither/nor.

For hotel brands, the always-on, public nature of social media can be both a blessing and a curse. Watch as this train-wreck unfolds for Marriott, as one unhappy guest swears off the brand forever:

((Possible to separate these tweets to remove the replies/duplicates?))