---
title: "Hotel Brand Sentiment: Only 17.9% of Mentions Are Negative"
url: https://www.suffdigital.com/resources/data-studies/hotel-brand-mentions-sentiment
description: "Hotel brand sentiment is the most positive of eight industries: only 17.9% of 30,000 online mentions are negative, against 40.6% for banks. See the data."
lang: en
---
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Just **17.9%** of recent online mentions of hotel and lodging brands are negative, the lowest share of eight industries and less than half the 40.6% for banks. 43.6% are positive, the highest share of any industry.
Analysis of 30,000 online mentions of 30 hotel and lodging brands · news sites, blogs, stores and other web pages, September 2026
## Key Findings
1. 1. Only **17.9%** of recent online mentions of hotel and lodging brands are negative, the lowest share of eight industries, against 40.6% for banks. Copy stat
2. 2. **43.6%** of recent online mentions of hotel and lodging brands are positive, the highest share of eight industries. Copy stat
3. 3. **25.4%** of news mentions of hotel and lodging brands are negative, against 15.1% of lodging mentions on other websites. Copy stat
4. 4. Airbnb is the most-mentioned lodging brand online, with **60.5 million** web mentions, 44.6% of the total for 27 brands and more than four times Hilton's 13.7 million. Copy stat
5. 5. Courtyard by Marriott has the least negative coverage of 30 hotel and lodging brands, with **5.9%** of recent mentions negative, followed by Hampton Inn at 7.1%. Copy stat
## Summary
Travel writers publish "best hotels in Lisbon" lists, bloggers review their weekend stays, points enthusiasts compare loyalty programs and deal sites post room sales. Hotel and lodging brands are named on the web mostly by people planning, enjoying or recommending a trip.
That makes the web a friendly place for hospitality brands, and it matters because travelers research heavily before booking. The pages a traveler finds, and the summaries AI answers build from them, shape which brand gets the booking.
For hotel and lodging brands, the tone is the mildest of any industry measured. Only **17.9%** of recent mentions are negative and 43.6% positive, against 40.6% negative for banks. Airbnb dominates volume with 60.5 million web mentions, and Courtyard by Marriott has the mildest tone of all, at 5.9% negative.
## What we measured
On September 23, 2026 we collected the 1,000 most recent online mentions of each of 30 well-known hotel chains and vacation rental brands, 30,000 mentions in all, from news sites, blogs, online stores and other pages. Each mention is scored automatically by a sentiment model for positive, negative and neutral tone, based on the text around the brand name, and web mentions count every page that contains the exact brand name. We also counted every web page that mentions each brand to measure its total coverage.
A mention is positive or negative when that score is the highest of the three, and strongly negative when its negative score is above 0.5 on a scale of 0 to 1. Share of coverage is a brand's web mentions divided by the combined mentions of the 27 brands ranked by coverage. The eight industries compared are hotels and lodging, banks, airlines, telecom, insurance, retail, streaming and fast food.
## Hotels get the mildest coverage of any industry
17.9%
of recent online mentions of hotel and lodging brands are negative, the lowest of eight industries.
Hotel and lodging brands have the lowest negative share of the eight industries and the highest positive share, 43.6%. Only 10.4% of mentions are strongly negative, about one in ten. Banks, at the other end, see 40.6% of mentions negative, more than twice the hotel rate.
Recent mentions negative by industry
Banks
40.6%
Airlines
38.1%
Telecom
35.1%
Insurance
33%
Retail
29.4%
Streaming
27.5%
Fast food
26.2%
Hotels and lodging
17.9%
Source: Suff Digital analysis of 30,000 online mentions of 30 hotel and lodging brands · news sites, blogs, stores and other web pages, September 2026
Travel is aspirational, and most of what gets written about hotels is planning and recommendation: city guides, loyalty program reviews, points strategies and trip reports. Even airlines, which share the same travelers, see more than twice the negative share, because flights are written about when they go wrong and hotels when they go right.
## News coverage of hotels is harsher, but still mild
News pages carry 27% of all hotel and lodging mentions, and 25.4% of those mentions are negative, against 15.1% on blogs, stores and other page types.
Share negative by where the mention appears
All pages
17.9%
News pages
25.4%
Other pages
15.1%
Hotel news covers labor disputes, local incidents, regulation of short-term rentals and company results, so it runs harsher than travel writing. Even so, a quarter of hotel news mentions being negative is milder than the overall negative share of every other industry in this series.
## Airbnb gets almost half of all lodging coverage
Airbnb is mentioned on 60.5 million web pages, 44.6% of the total for the 27 brands ranked and more than four times Hilton's 13.7 million. Vrbo (13.2 million) and Marriott (7.1 million) follow, so the two vacation rental platforms together outrank every hotel chain.
Share of coverage by brand
Airbnb
44.6%
Hilton
10%
Vrbo
9.7%
Marriott
5.2%
Accor
5%
Choice Hotels
3.6%
Hyatt
3%
Holiday Inn
2.5%
Wyndham
2.2%
Sheraton
1.9%
| Brand | Web mentions | Share of coverage |
| --- | --- | --- |
| Airbnb | 60.5M | 44.6% |
| Hilton | 13.7M | 10% |
| Vrbo | 13.2M | 9.7% |
| Marriott | 7.1M | 5.2% |
| Accor | 6.7M | 5% |
| Choice Hotels | 4.9M | 3.6% |
| Hyatt | 4.1M | 3% |
| Holiday Inn | 3.4M | 2.5% |
| Wyndham | 3M | 2.2% |
| Sheraton | 2.6M | 1.9% |
Airbnb has become a common word for a type of stay, used in travel guides, real estate articles and city news well beyond the platform itself. Among the hotel chains, Hilton leads, with 13.9% of recent mentions negative, and Marriott follows with 14.4%, both well under the average for any other industry.
## Courtyard and Hampton Inn draw the mildest coverage
Courtyard by Marriott has the least negative coverage of the 30 hotel and lodging brands, with 5.9% of recent mentions scored negative. Hampton Inn (7.1%), Hyatt (7.3%), Accor (8.1%) and Holiday Inn (10.4%) complete the five mildest. Scores are automated and cover each brand's 1,000 most recent mentions.
Recent mentions scored negative by brand
Courtyard by Marriott
5.9%
Hampton Inn
7.1%
Hyatt
7.3%
Accor
8.1%
Holiday Inn
10.4%
Midscale business brands lead the mild end: dependable, predictable stays that travelers recommend without drama. At the other end, the five most negatively covered lodging brands each have 23.4% or more of their recent mentions scored negative, the highest at 39.1%, so even the harshest hotel coverage stays below the average for banks.
## What this means for hotel marketing and PR teams
Start from a strong base. With 43.6% of mentions positive, hotels have the friendliest web of any industry, so the job is to keep supplying it: destination guides, loyalty news, renovation stories and local partnerships give travel writers fresh reasons to name your brand.
Watch the news separately. At 25.4% negative, hotel news is milder than most industries but still harsher than travel writing, and local incidents at a single property can travel far. A fast, local response process protects the brand's overall tone.
Benchmark against the mildest brands, not the average: Courtyard and Hampton Inn keep negative mentions at 7.1% or less. Our reputation management services (https://www.suffdigital.com/services/digital-pr/reputation-management-services) team monitors hotel brand mentions and reviews and builds positive coverage for hospitality brands.
## Embed this research
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Source: Only 17.9% of Online Mentions of Hotel and Lodging Brands Are Negative vs 40.6% for Banks - Suff Digital
## Cite this study
APA
Suff Digital. (2026). Only 17.9% of Online Mentions of Hotel and Lodging Brands Are Negative vs 40.6% for Banks. https://www.suffdigital.com/resources/data-studies/hotel-brand-mentions-sentiment
Plain link
Only 17.9% of Online Mentions of Hotel and Lodging Brands Are Negative vs 40.6% for Banks - Suff Digital - https://www.suffdigital.com/resources/data-studies/hotel-brand-mentions-sentiment
## Frequently asked questions
### What share of online mentions of hotel brands are negative?
### Which industry gets the most positive online coverage?
### Which lodging brand gets the most online coverage?
### Which hotel brands have the least negative online coverage?
## Related studies
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- Digital PR Temu Out-Mentions eBay and Walmart Online With 69.7 Million Web Mentions: https://www.suffdigital.com/resources/data-studies/retail-brand-mentions-sentiment
- Digital PR Starbucks Has 10.6 Million Online Mentions, More Than KFC and McDonald's Combined: https://www.suffdigital.com/resources/data-studies/fast-food-brand-mentions-sentiment
- Digital PR 38.5% of Brand Mentions on News Pages Are Negative vs 26.2% on Other Websites: https://www.suffdigital.com/resources/data-studies/negative-brand-mentions-online
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