‘Thank you for your feedback’ is easy to say.
But when a guest takes the time to complete a survey, they’re giving you something far more valuable than a polite response can cover. They are giving you their time, their experience, and their expectations.
NB: This is an article from GuestRevu
Subscribe to our weekly newsletter and stay up to date
The real question is: what are you doing with it?
After all, feedback is more than just corporate jargon. In hospitality, guest feedback is everything. Typically collected via surveys and online reviews, this feedback acts as a direct channel to bridge the gap between your perception of the hotel and the reality for your guests. With feedback, you don’t rely on assumptions that could result in wasted money, but rather ensure effective resource allocation.
Guest feedback provides actionable insights, helps you allocate resources effectively, and directly impacts your operations. More than just complaints or suggestions, it helps you understand how your property is performing, according to your most important stakeholders – your guests, giving you strong signals on what is working and what needs improving.
For hotel groups, guest feedback offers the chance to, amongst other things, benchmark the performance of all hotels in the group, maintain the quality of your brand’s services, and boost revenue through service personalisation.
Even though collecting and acting on feedback is key to optimising the travel experience, according to Expedia research, only half of businesses rely on customer reviews to measure the guest experience. If your business is one of those that views measuring feedback as too much effort and can’t see the value, let’s take a deep dive into the benefits of measuring and analysing guest feedback for your hotel group, and the best way to do so.
5 Benefits of measuring guest feedback for hotel groups
1. Maintaining standards across the property group
Personalisation is no longer just a buzzword in the hospitality industry, and with good reason. Guests, past, present and future, expect personalisation in all your communications with them, including any marketing material you send. Personalising guests’ experiences can then prompt return visits and positive reviews.
Each property in a group must maintain this standard. The failure of one property will impact the profitability (and reputation) of the entire group. Measuring and analysing guest feedback allows you to identify problems quickly and fix them before they damage your brand reputation. It’s an efficient way to ensure your service standards are upheld across every unit of the group.
Besides, by measuring your guest feedback, you can identify if the problem is isolated, if it’s only related to a specific unit, or if it’s a brand problem. When you compare your unit’s performance, you can benchmark the results and avoid any bias.
