Resumo: The day-to-day activities of lodging businesses are marked by hospitality, but this routine was significantly impacted by the COVID-19 pandemic. Gradually, the sector resumed its activities, implementing specific protocols and good hygiene practices to prevent the spread of COVID-19 while providing guests with hospitality and safety. Guests share their experiences on the Internet, providing information about their stay and evaluating establishments based on the quality of services provided. This information determines the performance of lodging facilities and generates an online reputation that can influence the decision-making of future potential guests. The goal of this research was to analyze the guest experience of twelve hotels categorized as 4- and 5-star, located in the city of João Pessoa in the Brazilian state of Paraíba (PB), during the period of the pandemic, using User-Generated Content (UGC) available on the website Booking.com. The guest experience reported on websites is considered a reliable database, hence our decision to use it as a data collection instrument. A descriptive netnographic survey was conducted, and it was found that in addition to issues related to hospitality, biosecurity, and infrastructure, the breakfast service was a predominant and decisive factor in the guests' evaluation.
