Examining the Influence of Customer Satisfaction and Occupancy Rates on RevPAR: Insights from 5-Star Hotels in Da Nang

This research explores the link between customer satisfaction and financial performance in luxury hotels in Da Nang, with a focus on the interaction between review rating (RR) and revenue per available room (RevPAR). Using data from 10 five-star hotels spanning 2019–2023, the study exam- ines key indicators such as occupancy rates, average daily rates, and review volume to determine their impact on financial results. Findings reveal a strong positive correlation between RR and RevPAR, with this effect intensifying during high occupancy periods. Moderation analysis indicates that occupancy rate (OR) strengthens the influence of RR on RevPAR, underscoring the conditional nature of this connection. Clustering and frequency analysis highlight service quality, room features, and guest engagement as pivotal drivers of satisfaction. These insights offer practical strategies for hoteliers to enhance operations, align customer satisfaction efforts with financial objectives, and maintain long-term competitive advantages.