As the number of guest review platforms continues to grow, guest feedback and satisfaction scores have become valuable resources for improving operations and enhancing the guest experience.
NB: This is an article from Otelier
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Hotels that actively monitor and act on feedback from guests are better positioned to elevate service quality and exceed guest expectations.
Guests leave feedback across various platforms—whether through brand surveys, online reviews, or social media comments. These inputs represent guests’ perceptions of their experience, shedding light on areas where hotels excel and those where improvements are needed. With so many sources and types of data, from numeric ratings to detailed text reviews, the challenge becomes integrating and interpreting it all effectively.
Below are 6 steps for hotel operators to turn guest satisfaction data into actionable insights.
1. Centralize Guest Feedback Data Across All Platforms
Guest feedback is typically spread across multiple platforms, such as Google Reviews, TripAdvisor, and brand-specific surveys. One of the first steps is to bring this data together in one place. Hotels can use platforms like Otelier IntelliSight business intelligence solution to consolidate guest satisfaction scores from various sources, making it easier to review trends and gain a holistic view.
By aggregating feedback, hotels can better understand overall guest sentiment and recognize recurring issues. Are guests consistently unhappy with check-in wait times or room cleanliness? Identifying common pain points allows hotels to prioritize these areas for improvement.
2. Use Sentiment Analysis to Uncover Guest Experience Trends
Once feedback is centralized, the next step is to analyze it. Modern tools can conduct sentiment analysis on text-based reviews, automatically identifying positive and negative keywords to gauge guest satisfaction. Sentiment analysis allows hotels to pick up on subtle cues, like a frustrated tone in reviews about the pool area, indicating potential areas for improvement.
Analyzing trends over time provides actionable insights that go beyond individual comments. For example, if a hotel notices a dip in satisfaction scores during peak check-in hours, it might indicate that guests are frustrated with long wait times. This trend suggests a need for operational adjustments, such as staffing more front desk agents during high-traffic periods.
