Studies of both business and leisure travelers have found that hotel review sentiment (whether the hotel reviews were positive or negative) played a major role in both travelers. After the hotel review sentiment, leisure travelers are more swayed by a good review and price than hotel brand, whereas the business traveler factored brand as a major consideration. It fact, it appeared that the business traveler was ready to forgo some of the negative reviews if they could acquire points in the hotels' loyalty programs.

It makes sense. If your business is paying for the trip, then the price is not important, and earning points for your grueling time on the road is worth it. Leisure travelers, though, would rather pay less for a hotel since they don't travel enough to book the points needed.