sums up the perfect hotel stay: comfort, cleanliness and friendly hotel staff

  • analysed 148 million comments from more than 5 million trusted guest reviews on hundreds of thousands of hotels worldwide
  • Data expert converts findings into mathematical formula:
    F25 + C35 + B10 + P2 + Q + Br + D7 + S + W + ½H = Hotel Perfection
  • Cleanliness and comfort are 35 times more important than a lavish breakfast or luxurious pool
  • Formula created to celebrate the reviews that fuel Loved by Guests Awards

London, 20th April 2017 – The internet and smartphone age has given power to the people when it comes to hotel reviews, as™ reveals the formula for the perfect hotel stay, based on 148 million sentences from millions of customer reviews.

The formula was created to celebrate the millions of reviews that power the Loved by Guests Awards which recognize the very best hotels across the globe based on genuine guest reviews.

With over 25 million guest reviews on the site, a deep-dive into the data from 2016 delivers the right formula for the perfect hotel stay.

F25 + C35 + B10 + P2 + Q + Br + D7 + S + W + ½H = Hotel Perfection


F = How friendly are the staff

C= Perceived cleanliness of the room

B= How comfortable is the bed

P= Perceived Reasonable Price

Q= Quietness of the room

S = Swimming pool

Br= Breakfast is included

D = Location/Walking distance/access

W = Free Wi-Fi

H= Hot drink available to make in room

HP = Overall hotel perfection


The research shows it’s the simple things that create hotel perfection, with luxurious extras seen as the cherry on the cake. The data revealed that cleanliness and comfort are 35 times more important than a sumptuous (or lavish) breakfast, a luxurious pool or a deluxe coffee machine in your room. And surprisingly, in this connected world, the impact of friendly and helpful staff is 10 times more important than free Wi-Fi.


Consumer psychologist, Dr Simon Moore, who led the research, comments: “While we all dream of luxurious hotels and sun-soaked beaches, in fact the things we value most when selecting a hotel tell us something far more fundamental about the human condition. The analysis of over 148 million review comments from customers highlight that the main factors that guests really care about relate to their unconscious, basic human needs. From a psychological stand-point, risks and discomfort out-weigh comparative positive benefits five to one, so it’s no wonder travellers pay more attention to the fundamentals such as comfort and cleanliness over lavish pools and fine-dining.


“Cleanliness and comfort fulfils our need for relaxation, safety and security. A good location fulfils our needs to feel connected to others and that we have somewhere we can escape to in times of such need. The fact that staff friendliness plays such an important role in guest satisfaction shows that, as intrinsically social creatures, we love to be greeted with a smile and a chat. It makes us feel welcome and part of the group.”


Isabelle Pinson, Vice President, EMEA at brand, comments: “More and more travellers than ever before are booking their trips based on peer recommendations and consumer behaviour is now telling us reviews are becoming even more important than the traditional hotel star ratings. But sometimes there is so much information out there it can be hard to decipher what’s important, so this new formula helps settle the debate of what makes the perfect hotel stay.”


If you’re looking to check in to the best of the best, then travellers need look no further than the 2,500 gold winners in this year’s Loved by Guests Awards. These hotels have been recognized as truly outstanding and have all achieved an average guest rating of 4.7 or higher. A further 1,000 hotels have also been crowned winners across ten bespoke ‘Best for’ categories. is the obvious choice for guests looking for a perfect stay. It has hundreds of thousands of properties to choose from and through its award-winning mobile app, travelers can book on the go after reading detailed customer reviews to help find the hotel that’s just right for them.

Ends –

Notes to Editors:


About the research and Formula for Hotel Perfection: pulled out the 500 most commonly used keywords from its 5 million + guest reviews from 2016. It then analysed 148 million sentences containing these keywords and the formula was calculated, by Dr Simon Moore, based on the volume of these keywords.


Dr Simon Moore then cross-referenced which elements of a hotel stay (stay attributes) were listed in customer feedback, against the underlying sentiment conveyed.


The frequency of stay attribute mentions was then combined with sentiment to create an impact factor. From this, the relative psychological impact of each stay attribute on the overall hotel stay experiences was calculated.


About L.P. operates, a leading online accommodation booking website with properties ranging from international chains and all-inclusive resorts to local favorites and bed & breakfasts, together with all the information needed to book the perfect stay. Customers get instant savings with Secret Prices through our mobile booking app and Rewards members can earn and redeem free** nights at thousands of properties worldwide. The Mobile Concierge on iPhone is like having a local expert in the palm of your hand, offering fast access to services such as transportation, on-demand food delivery, restaurant reservations and activities.


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