The dimensions of hotel customer ratings that boost RevPAR [Summary]
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Online ratings provide valuable information to operators. However, the use of this information for revenue maximization purposes remains at a moot point. This article proposes a new method to decompose ratings based on their relevance to hotel performance. From a methodological standpoint, we propose a multi-criteria decision analysis approach. The empirical validation includes two independent data sources, online ratings from Booking.com and RevPAR data from STR.