A rating of 9.0+ on Booking.com is not just a number. It is the difference between full occupancy and empty rooms. A hotel with an average of 8.2 pays significantly more for advertising, yet guests convert less. The good news is that technology can raise ratings faster than expected.
What guests actually review: and where technology helps
Booking.com rates six categories: location, cleanliness, comfort, facilities, staff and value for money. Technology directly affects mainly equipment and price-to-performance ratioindirectly also staff (less stress = more approachable staff).
WiFi: the most frequently mentioned technological issue in reviews
An analysis of 50,000 hotel reviews from 2025 showed that "WiFi" is the third most frequently mentioned word in negative reviews (after "noise" and "cleanliness"). Yet fixing WiFi is the easiest problem to resolve and delivers the quickest improvement in ratings.
What helps:
- ✓ WiFi 6 access points on every floor, not just in the lobby
- ✓ Minimum speed of 50 Mbps per room (for 4K Netflix)
- ✓ Simple captive portal: name and room number, no complex password
- ✓ Proactive monitoring: resolve issues before guests notice them
Interactive TV: an added value that will surprise you
The interactive TV system does not help with ratings by being "cool". It helps by improving the guest's actual experience. Instead of frustrating calls to reception ("I'd like food in my room… what do you have?… and that is without… and how much does it cost?…"), the guest comfortably clicks through a menu with photos, reads allergen information and places an order with two clicks.
Data: Hotels with an interactive TV system report an average improvement in their "facilities" score of 0.6–0.9 points within 12 months of deployment. This is a significant shift, most hotels have been fighting for tenths of a point for years.
Digital check-in: reception without queues
A queue at the reception upon arrival creates a strongly negative first impression for guests. Digital check-in (via app or kiosk) eliminates waiting and improves staff ratings: not because the staff is better, but because the initial contact proceeds without stress on both sides.
Concrete plan: how to improve your rating in 6 months
Month 1-2: WiFi audit and repair
Map coverage, eliminate dead zones, set up monitoring. Result: immediate drop in negative WiFi mentions in reviews.
Month 2-3: PMS integration
Connect the reception system with digital services. The foundation for personalisation and automation.
Month 3-4: Interactive TV Pilot
Launch on one floor (5–10 rooms), monitor metrics, orders, satisfaction, ratings. Then expand.
Month 5-6: Data collection and optimisation
Analyse what works, adjust the offer in the TV system and monitor rating trends. The average hotel sees an increase of 0.5-0.9 points.
Cost and payback period
For a 30-room hotel in Prague 1:
| Technology | Monthly cost | Benefit |
|---|---|---|
| WiFi upgrade + monitoring | 5 000-8 000 Kč | −18% negative reviews, +0.3 points |
| Interactive TV system | 15 000-25 000 Kč | +28% room service revenue, +0.6 points |
| IT administration and support | 3 000-6 000 Kč | Preventing breakdowns, a good night's sleep |
| Total | 23 000-39 000 Kč | +15,000–45,000 Kč/month from room service |
* Indicative figures for a hotel with 30 rooms and an average occupancy of 70%
Do you need specific figures for your hotel?
We will prepare a custom ROI calculation for you, free of charge and without obligation. We will visit your site, review the existing infrastructure and recommend what will deliver the greatest effect.
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