Abstract Three-hundred online reviews for 60 geographically diverse lodging properties were coded using Servqual constructs. A total of 1,600 guest comments were coded under; tangibility, reliability, responsiveness, assurance, and empathy. Tangibles were the most frequently coded and represented 57% of the total. Servqual was a useful starting point for the analysis. However, the data revealed a more robust nature to customers’ service perceptions than the Servqual constructs. Sixty-two percent of the coded statements were positive. This study indicated a dynamic different from proprietary hospitality comment card/survey results where the dissatisfied are assumed to be more likely to share their experiences.