Purpose: The purpose of the study is to identify critical value-creating elements of luxury services expressed in ratings and reviews posted on third-party sites and examine cross-cultural differences. To this end, the research analyzed online ratings and reviews of luxury hotels posted on TripAdvisor from customers of four European regions (East, North, South and West). Design/methodology/approach: Eight hundred thirty-eight online user-generated ratings and reviews of luxury hotels were analyzed quantitatively using MANOVA and qualitatively using text analysis. Findings: The study findings support (a) that product and physical evidence are the most critical experiential elements of luxury hotels' offerings and (b) cultural differences among tourists from various regions of Europe in their hotel ratings and reviews. Specifically, Eastern and Northern Europeans are more generous in their review ratings than western and southern Europeans. Moreover, eastern Europeans value the hotel's physical evidence/environment whereas western Europeans prioritize the core product (room and food) followed by the physical environment/servicescape. Southern Europeans and Northern Europeans value most the personnel, followed by the physical environment and the core product, respectively. Practical implications: Cultural differences provide several implications with regard to luxury services segmentation, social media management, service marketing mix development and hotel promotion. Originality/value: The value of this study originates from studying post–purchase customer behavior in luxury services from a cross-cultural perspective. Moreover, identifying critical aspects of value-creating customer experience in a luxury context adds to the available literature. [ABSTRACT FROM AUTHOR]