This research explores consumer perception of hotel competitive sets by analyzing TripAdvisor data collected from 11 cities internationally. The study included running regressions, generating visual displays (scatter plots and histograms), and performing K-means clustering. The results were encouraging, as the outcomes demonstrated that there is an ability to generalize consumer preference when it comes to hotel competitive sets. The research identifies a strong need for industry executives to begin focusing their attention on consumer perception when conducting competitive analysis.