Listening to the voice of the guest: A framework to improve decision-making processes with text data

•Text data, nowadays more available, can be used to better make decisions considering the guest.•While approaches are mature and evidence is plenty, difficulties in applications prevail.•We identified a lack of guidance for adequate choice and usage of Natural Language Processing (NLP) considering real-world data.•We developed an open-source tool that uses guest’ comments from TripAdvisor to understand the customer perspective from the hotel, considering five quality dimensions.•This tool also provides methodological guidance for implementation inside organizations.