Guests have become more discerning than ever, expecting high-quality service and personalized experiences from the hotels they stay in. To meet these expectations, hotels need to have 360º knowledge about their guests that goes beyond basic demographic data and the information given for booking purposes. One of the key components of this knowledge is guest feedback. This article will explore the importance of guest feedback in creating 360º knowledge about your guests and best practices for collecting and analyzing feedback to improve the guest experience.
Guest feedback is not only a vital component but also the foundation of creating 360º guest knowledge. It provides a direct line of communication between the guest and the hotel, allowing for valuable insights into their experience. By collecting feedback, hotels can better understand the needs and expectations of their guests, as well as their preferences and opinions on the various aspects of their stay. This information can then be used to make data-driven decisions that improve the overall guest experience leading to higher guest satisfaction and loyalty.
In-person feedback: Guests can provide feedback in person during their stay. Hotels may provide feedback or comment cards in rooms or at the front desk for guests to fill out. Guests can also speak directly with hotel staff, such as the front desk or concierge, to share their feedback.
Hotel Website Reviews: Many hotels provide online forms that guests can fill out after their stay making them available in a “review format” on the hotel website so that more potential guests can see and analyze them for a future decision.
Social media: Guests are often willing to share their experiences and opinions on social media platforms such as Twitter, Facebook, and Instagram. Hotels can monitor these platforms and respond to guests directly.
Third-party review sites: Guests can leave reviews and ratings on third-party review sites such as TripAdvisor, Google Reviews, or Yelp. These reviews can provide valuable insights into the guest experience and may influence future guests' decisions.
Guest satisfaction surveys: Hotels may send guest satisfaction surveys via email during and after a guest's stay. These surveys may include questions tailored to specific areas of the guest experience, such as room quality, staff friendliness, and amenities. While post-stay surveys can focus on the guest's overall experience and satisfaction.
Collecting guest feedback requires a thoughtful and strategic approach. Hotels should use the right channels to collect feedback, based on their target audience and the specific aspects of the guest experience they want to measure. They should also consider the timing of the request, as guests may be more willing to provide feedback at certain points during their stay. For example, a guest may be more likely to provide feedback on the quality of the food immediately after a meal, rather than a week later.
To encourage guests to provide feedback, hotels can offer incentives such as discounts, upgrades, or other perks. They can also make the feedback process as easy and convenient as possible, such as by providing digital surveys that can be completed on a guest's smartphone or tablet.
While collecting guest feedback is essential, analyzing it is equally important for creating a 360º understanding of guests. Analyzing feedback helps hotels identify patterns and trends, enabling them to make data-driven decisions that improve the guest experience. For instance, if several guests mention that the pillows are too soft, the hotel can invest in firmer pillows to improve guests' overall sleep quality.
Moreover, guest feedback can identify areas that need improvement. If guests consistently express dissatisfaction with the check-in process due to its slow and inefficient nature, for example, the hotel can explore new technology or procedures to streamline the check-in process and reduce wait times. By analyzing feedback, hotels can take necessary action to address issues and improve guest satisfaction and loyalty.
Personalization plays a critical role in creating exceptional guest experiences. By collecting and analyzing guest feedback, hotels can identify the unique needs and preferences of individual guests, enabling them to tailor their services to meet those needs. For instance, if a guest mentions that they require gluten-free options for breakfast, the hotel can ensure that these options are available during their next stay.
Additionally, personalization can be extended to guest interactions with hotel staff. Collecting guest feedback on their preferences for communication, such as through email or phone calls, allows hotels to tailor their outreach to best suit each individual guest. By doing so, guests feel valued and appreciated, leading to a stronger relationship with the hotel and a higher likelihood of returning in the future.
Host ProfileNow is a powerful solution that enables hotels to collect and analyze guest feedback to create a personalized experience for each guest. One of its most significant features is the ability to personalize feedback surveys based on guest information such as check-in, check-out, consumption patterns, and preferences. By leveraging this information, hotels can send targeted surveys to guests at the right time, providing them with a seamless and convenient feedback experience.
Through marketing automation, Host ProfileNow can automatically send surveys to guests at key touchpoints during their stay, such as after check-in or following a meal at the hotel restaurant. By sending surveys at these specific moments, guests are more likely to provide valuable feedback that can be used to enhance their experience.
Furthermore, Host ProfileNow's ability to store guest information allows hotels to tailor their surveys to each guest. For instance, if a guest has dietary restrictions or prefers certain room amenities, the survey can be customized to ask specific questions related to those preferences. This level of personalization not only creates a more engaging feedback experience but also provides hotels with more actionable insights that can be used to enhance the overall guest experience.
Interested in improving guest experiences at your hotel(s) by taking guest feedback to the next level?
