The most remarkable innovation in the Brazilian airport industry is the services quality management, after the sector privatization. The purpose of this research is to analyze users’ comments (in English) who evaluated services at Guarulhos International Airport (GRU), between 07/11/2011 and 05/18/2014. Its importance is based on using the wording as an analysis on service encounter. The method used was content analysis as well as regression. This study is going to evaluate through that the power of words to analyze customer’s satisfaction related to the services provided in three different categories: queuing, facilities and cleanline. In addition, the users may (or may not) recommend the airport to other travelers. The findings show that when comments are positive, the airport situation is acceptable but followed by criticism. The most relevant variables are: facilities and cleanline. What is new in this analysis is the dynamic process created by the use of Information Technology and content generation, which can be used on co-creation, quality improvement, and the reduction of services failures.