Factors Influencing Hotel Choice: The Role of Social Media, Online Reviews, Cleanliness, and Price

Abstract

Choosing a hotel may appear to be a straightforward decision, yet most travellers weigh several factors before making a booking. An attractive hotel is not always the first choice, and a low price does not necessarily represent good value. This article examines four factors that can shape hotel choice: social media, online reviews, cleanliness, and price. The discussion draws on existing research, primarily Mojoodi et al. (2025), who analysed guest reviews from Booking.com to identify what matters when people select a hotel. Their findings are used to explore how these four factors shape guest expectations and final decisions. The central argument is that hotels must pay attention to their online image, but the actual stay experience matters equally. If hotels understand what guests expect, they can improve their service and encourage repeat visits.