The COVID-19 pandemic has brought changes in the different requirements related to consumer experience. We conducted a sentiment analysis on many comments of tourists in two most popular online travel platforms in Mexico, TripAdvisor and Booking.com, from April 2020 to February 2021. Our analysis was aimed at understanding the effect of COVID-19 on the behaviour of tourism consumers who make trips using on-line platforms for booking luxury hotels. The results demonstrated that the personal characteristics of travellers are heterogeneous and respond to a specific context. The research concluded that luxury hotels need to create appropriate strategies for the tourists who make booking through digital platforms and the different requirements they have during their stays in the hotels.