which the company sought to establish a familiar relationship with clients and thereby mitigate possible errors in the service. On the contrary, our data has shown that the selected hotel brands address the guests using a formal tone.

Finally, it is possible to study and compare the different approaches used by reviewers and hotel brands through their level of planning. Reviewers frequently write from mobile devices and show little planning in writing the text, with the appearance in addition of numerous orthographic traits often founds in digital writing using devices, such as punctuation errors (either due to the author’s carelessness, or due to the device’s autocorrect function) and spelling. Expressive punctuation (multiple use of question marks or exclamation points), as well as abbreviations, are increasingly being consolidated in digital writing, at least that which is done using electronic devices. Other typical elements, such as emoticons, emojis, do not appear here, reflecting again, the social detachment between users, who do not know each other. At the other end of the spectrum, responses from hotels reflect an elaborate style, based on prestige varieties of language and modelled after offline letters. Formulaic repetition can also be due to hotels using letter templates to write clearly identifiable texts.

It is also possible to analyse two concepts of linguistic standard in users’ productions. In the prescriptive sense, hotels’ responses clearly show a formal register that conforms to the standard, or attempts to do so, since spelling and typographical inconsistencies indicate levels of written language competency and mastery of cultured norms. Despite this almost involuntary variation, hotels respond using normative linguistic models. However, reviewers use linguistic models that are commonly used online, a style that fully fits into what we could characterise as digital writing. In the case of these reviews, digital writing involves writing from mobile devices, little or no planning of the text, as well as the absence of mechanisms for reviewing or editing the text. This writing style is spontaneous and fully adapted to the medium. Users adopt a model that has already become common in Spanish on the Internet, using abbreviations for example, and a relaxed approach to, and acceptance of, typographical errors and the use of expressive punctuation (the use of several exclamation or question marks). According to current punctuation rules published by the RAE (Royal Spanish Academy of Language), only the double use of the exclamation point would be considered correct, to provide greater expressiveness. The abundant use of exclamation and question marks suggests that readers are not bearing in mind the prescriptive linguistic norms established by the RAE, which they may not know (level of literacy). However, they are following a series of uses that have become widespread and been consolidated on the Internet, and that therefore refer to that standard in the descriptive sense, of what has become ‘normal’ or ‘usual’ in digital interactions. In this sense, these uses can over time become the accepted features of digital writing, which does not correspond to a offline model, but rather entails the consolidation of this form of writing.

7. Conclusions

The analysis of hotel reviews and responses on Tripadvisor reveals a significant degree of style variation in all the parameters studied, greetings and farewells, T-V distinctions and orthotypographic features, which suggests that both participate in the platform as ‘social actors’ with different social realities (Herring et. al. 2013) and that they use the platform for communication purposes and different audience designs. On the one hand, prosumers evaluate their