DoubleTree Hotels by Hilton is a well known brand of chain hotels spread all over the world (over 40 countries!) and more than 466 locations. But running a hotel is a tough business. How do you differentiate yourself and charm your guests?
DoubleTree started baking fresh chocolate chip cookies over 25 years ago and it is now served at every location. The secret recipe is presented to over 65,000 guests every day and over 250 million+ cookies have been consumed so far. Wow, that’s a lot of nuts.
But is the Cookie more than a fun marketing stunt? Is there any data to support it? One option is to design a traditional survey campaign, spend thousands to run the survey with the guests and wait for months to collect the results. There’s gotta be a better way! We set out to find this sitting on a comfortable sofa in our office.
Using natural language processing, we analyzed some publicly available reviews about a few DoubleTree hotels from the internet. “Cookie” is consistently among the top 20 mentioned terms in the reviews. Sentiment analysis shows that “Cookie” is also in the top 10 percentile of the things that people love about DoubleTree. The correlation between cookies and overall rating is also very strong: over 90% of the reviews that mention cookie are rated 4 stars or more! And all of this took just a few minutes to figure out (and generated a lot of craving for the Cookie!). Note that the reviews are written after the stay whereas the Cookie was the first thing the guests had experienced. Talk about power of lasting first impressions!
Understanding your reviews can reveal the true power of your brand story.
Good job DoubleTree! The cookie works. And next time I book a hotel, I’m definitely booking a DoubleTree 🍪
Do you want to find out if your brand’s cookie works? Get in touch!