Hospitality is an essential component of tourism, particularly in the hotel industry, as it can significantly influence guest satisfaction with their accommodation experience. This study aims to identify the aspects that contribute to either a positive or negative guest experience, linking them to the practice of hospitality in the hotel industry in the post-pandemic context. The methodology employs a qualitative and exploratory approach. User-Generated Content (UGC) was collected from guest reviews of the top ten hotels in São Luís do Maranhão, according to the TripAdvisor platform, from August 2022 to January 2023, totaling 91 reviews. The data was processed and analyzed using Content Analysis techniques. The findings reinforce the importance of factors and dimensions related to guest experience and hospitality highlighted in previous studies, such as cleanliness and hygiene, customer service, physical infrastructure, comfort, food, warm reception, personalized relationships, safety, services and amenities, authenticity, fair pricing, and problem resolution. The behavior and attitudes of hotel staff were particularly prominent in both positive and negative reviews, emphasizing the importance of the host in hospitality interactions and the overall guest experience.