Online reviews have emerged as crucial marketing tools for the hospitality and tourism sectors, significantly influencing room occupancy rates, average booking values, and consumer willingness to pay, therefore, they play a critical role in terms of selling services and products. This paper explores the intersection of online reviews and corporate social responsibility (CSR), particularly how consumers perceive and evaluate CSR elements in their service experiences, since consumers use reviews as a tool to interact with peers, not only to evaluate their accommodation experience, but also to express opinions about a hotel’s attention to environmental and social issues. Analyzing over 480,000 TripAdvisor hotel reviews from 2006 to 2016 across six major European destinations, the findings reveal that while consumers are increasingly attentive to social issues, they express more positive emotions towards environmental topics in their reviews. Reviews emphasizing environmental aspects correlate with higher ratings, whereas those focusing on social dimensions tend to elicit negative sentiments and poor ratings. This suggests that guests prioritize environmental considerations when evaluating their overall experience, even if social issues are more frequently reported in negative reviews. The research indicates that hotel managers must enhance their strategies regarding social responsibility and improve communication about CSR initiatives. Although consumer awareness of CSR activities has grown since 2006, it remains limited, highlighting a need for better engagement with guests on these topics. Hoteliers should leverage online reviews not only as feedback mechanisms but also as insights into consumer perceptions of CSR, ultimately guiding improvements in service delivery and sustainability practices.
