HTL Hoteles

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Americas

Most hoteliers read reviews. HTL turned them into a decision engine.

Reviewpro Reputation

Americas

Area of operation

Number of properties

224

Number of rooms

Accommodations

Museums

Attractions

Catering establishments

HTL Hoteles used Reviewpro Reputation to turn guest reviews into data-driven decisions, improving ratings by up to +0.5 points and aligning performance across all properties.

Solutions implemented

Infrasys POS

Reviewpro Reputation

Iceportal Content

Shiji Platform

Daylight PMS

Meridian Experiences

Horizon Distribution

Astral Payments

Twilight Data + AI

Stellaris Digital

The topic

In Buenos Aires, choosing a hotel is almost instantaneous. Location drives visibility, price influences the decision, but consistency is what ultimately shapes reputation.

HTL Hotels was never aiming to become a luxury brand. Their ambition was more demanding: to deliver a reliable experience every single day, across every property and every guest interaction.

But as the group grew, maintaining that consistency became increasingly complex. Decisions were often based on intuition or routine rather than structured insight. Guest feedback was scattered across multiple platforms, making it difficult to extract clear patterns. Performance varied between properties, and without a unified framework, it became harder to align teams around what truly mattered.

Reviews were being read, but they weren’t being operationalized.

The study

This case study explores how HTL Hoteles transformed guest reviews into a centralized, data-driven decision-making system using Shiji Reviewpro Reputation and the measurable improvements in reputation and operational consistency that followed.

Key research questions included:

• How can centralizing guest reviews improve decision-making across multiple properties?
• What insights emerge when guest feedback is analyzed as patterns rather than individual comments?
• How does a data-driven approach to reputation impact ratings, consistency, and investment decisions?

Objective and Methodology

The objective was to move from passive reputation monitoring to an active, data-driven management approach. By implementing Shiji’s Reviewpro Reputation, HTL centralized all guest feedback into a single platform, creating a consistent and structured view across properties.

The methodology focused on transforming individual reviews into measurable data. By aggregating and analyzing feedback over time, HTL was able to identify recurring patterns, benchmark performance across hotels, and track how guest perception evolved.

This approach enabled a shift from fragmented insights to standardized analysis, providing not just visibility, but a reliable foundation for decision-making.

Being able to measure and track what’s really happening with the guest changes how we make decisions. We no longer invest based on intuition or habit. We invest where we know it has impact.” - Javier Ferrarotti, CEO HTL Hoteles

The transformation

With a clearer view of guest sentiment, HTL began to shift from reactive problem-solving to strategic improvement.

They gained a precise understanding of what guests consistently valued, such as location, practicality, and functional design. At the same time, they were able to identify recurring friction points with far greater accuracy, focusing their efforts on the areas that truly impacted overall ratings.

This changed how decisions were made. Instead of reacting to the most recent complaint, the team began prioritizing improvements based on what data showed had the greatest influence on guest satisfaction.

At the same time, HTL strengthened its digital presence by increasing its responsiveness to guest reviews. This more active engagement not only improved perception across online channels but also reinforced trust with both current and future guests.
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This shift marked a fundamental change in how the organization operated, placing the guest at the center of every decision, not just in theory, but in practice.

The results

In hospitality, even small improvements in ratings require significant operational effort. HTL’s results were anything but incremental.

On Booking.com, several properties improved their average scores from approximately 8.3 to between 8.8 and 8.9 within a 12 to 18-month period. On Google Reviews, ratings stabilized between 4.1 and 4.5 stars, alongside a steady increase in both review volume and overall sentiment.

These gains reflect more than surface-level improvements. They signal meaningful, structural changes in how the guest experience is delivered and managed.

One of the most valuable outcomes was consistency across the portfolio.

HTL successfully reduced performance gaps between its three properties, aligning them under a unified reputation standard. In a fast-moving urban market, this level of consistency is difficult to achieve, and even harder to maintain.

For guests, the impact is clear. Expectations are met reliably, positive experiences are repeated, and improvements are visible overtime. What is promised aligns with what is delivered.

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Key Metrics

Metric	Value
Booking.com Score Increase	+0.5 (approx. 8.3 → 8.8 / 8.9)
Timeframe	12–18 months
Google Rating Range	4.1 – 4.5
Number of Properties	4

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Conclusion

Many hotels aim to improve their reputation. Few are willing to fundamentally change how they make decisions to achieve it.

HTL Hotels didn’t grow by promising more. They grew by understanding more.

And in doing so, they made a critical shift: transforming the voice of the guest from passive feedback into the foundation of their daily operations.

About

HTL Hoteles

HTL Hoteles is a Buenos Aires-based hotel group focused on delivering reliable, well-located urban stays for both business and leisure travelers. Through a portfolio that includes HTL 9 de Julio, HTL City Baires, and HTL Urbano, the brand combines central locations, practical comfort,

and personalized service with a strong commitment to operational consistency and guest satisfaction. By aligning day-to-day decisions with guest feedback, HTL Hoteles continues to strengthen its reputation in one of Latin America’s most competitive city markets.

About Shiji Group

Shiji is a global technology company dedicated to providing innovative solutions for the hospitality industry, ensuring seamless operations for hoteliers day and night.
Built on the Shiji Platform—the only truly global hotel technology platform—Shiji’s cloud-based portfolio includes Property Management System, Point-of-Sale, guest engagement, distribution, payments, and data intelligence solutions for over 91,000 hotels worldwide, including the largest chains.

With more than 5,000 employees across the world, Shiji is a trusted partner for the world’s leading hoteliers, delivering technology that works as continuously as the industry itself. That’s why the best hotels run on Shiji—day and night. While its primary focus is on hospitality, Shiji also serves select customers in food service, retail, and entertainment in certain regions.For more information, visit shijigroup.com