Being professionally engaged in hotel planning means looking at hotels through more than one lens — the unsentimental professional eye and the instinct of a private traveller. Most research still starts with Google; perhaps a third now involves AI tools.

As hospitality specialists, we naturally believe we can read a property accurately from guest reviews. I have added one further data source. The employer review platform Kununu gives a snapshot of staff morale. Where morale is poor, the stay will almost always reflect it — regardless of how considered the interior design. Conversely, a property that looks unremarkable online may be an excellent choice if the team motivation is strong.

My recommendation: before booking or before committing to a site visit, spend two minutes on Kununu. It is a look behind the reception desk — into the place where guest experience is actually created.