A survey by Crimson Hexagon analysed Twitter posts over an almost six-month period to see which hotels receive positive and negative comments on the social media platform.
According to the study Hilton received a 17% negative rating, the highest among all the hotels and tweets surveyed.
Guests and customers complained about charging for WiFi, connection speeds, poor customer service, and billing problems among other issues.
With a 14% negative rating, Marriott, Sheraton, Westin, DoubleTree by Hilton, and Crowne Plaza all tied for second place.
Airlines, however, took a bigger hit in social media ratings, according to the survey. Three airlines in particular – Delta, United, and American – had negative ratings that crossed the 50% mark.
Southwest Airlines, which was the most popular carrier, had a negative rating of 38%, which is more than twice Hilton’s ratings. Put different, the worst hotel was considered twice as good as the best airline.
Social media winners were Radisson with a 62% positive rating, and Best Western with a 57% positive rating, followed by Marriott at 45%.
Radisson also had the lowest negative rating at 4%.
Crimson Hexagon senior vice president of global sales and marketing John Donnelly said loyalty is the main factor in a brand’s positive rating.
“In the hotel industry, customer loyalty is paramount. Social media gives hotel brands the opportunity to deepen engagement with their customers, build an emotional connection and amplify loyalty initiatives to new platforms,” he said.
Crimson Hexagon used human-guided machine learning capabilities to analyse unstructured text from websites, blogs and social networks. It selected the hotel chains based on variables such as number of rooms, employees and number of hotels owned.
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