Data analytics has been through a lot of changes during the last decade, and it plays a vital role in different industries with help of the technology which gets updated every day.

The hotel industry is yet another field that takes advantage of the data analysis approaches for customer satisfaction. When it comes to large data, the only resource available is customer feedback and reviews, which can be helpful to know the customers’ needs and demands.

Both positive and negative reviews can help the managers to lead the organization. Customer review data analytics are significantly important when it’s the only resource available in the hotel industry to evaluate the performance of the business.

The aim of this thesis is to identify the role of data analytics in hotel managers decision-making mostly after the pandemic to see what the challenges and benefits between the extracted parameters from the reviews and management decision-making are, in the hotel industry context. For the empirical data collection followed by the qualitative methodology of the thesis, different interviews are conducted among different managers of the Strawberry Nordic Hotels, and the findings compared to the literature through thematic analysis.

A case study is arranged, at one quality hotel in Sweden and few more in Norway hotels to review the customer feedback handling process, since they are all under the Strawberry Nordic Hotels.

The analysis of the interviews conducted identified benefits and added values by data analytics in customer review analysis of the hotels which helps the managers for the decision-making process. The study extracted values aligned with the values contributed to improvingorganizational performance according to the existing studies in the role of big data analyticsin organizations.The challenges, available gaps and the future work in the context of the case study areoutlined. The case study investigation shows the lack of effective data transformation fromcustomer feedback analytics to various employee levels which is an important concept basedon the interviewed managers’ quotes and existing literature review. Finally, the implicationfor practice is demonstrated in the last chapter to present the prototype as a proposed solution.