Guest reviews have become a cornerstone for building reputation and driving bookings in hospitality. Travelers often rely on the experiences of others to make their accommodation choices, highlighting the need for hotels to actively gather and showcase positive feedback.
NB: This is an article from TrustYou
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More than 9 out of 10 travelers read reviews before booking.
While most hoteliers understand the importance of guest reviews, the challenge often lies in obtaining them in a consistent and reliable manner.
Effective survey distribution is key to bridging this gap. At the intersection of marketing acumen and thoughtful communication lies a set of best practices that – if implemented correctly – can significantly boost the number of guest reviews your hotel receives. By targeting the right audience at the right time through the right channels, you can encourage more guests to share their experiences, providing invaluable insights and bolstering your hotel’s online presence.
As we explore these best practices, remember that it’s not just about asking for feedback; it’s about doing so in a way that respects and values the guest’s time and opinion. This can result in a stronger relationship with your guests and, ultimately, a more successful hotel business.
Let’s dive in to see how you can unlock the potential of every guest’s voice!
#1 Hotel Survey Distribution: Reach the Right Guests with the Right Message
Understanding Your Audience
To get more feedback, you should first understand who your guests are. Segmenting your audience based on their demographics, the purpose of their visit (such as business, leisure, or events), and their mode of booking can provide invaluable insight into how best to approach them. Personalizing communication to each segment ensures that the surveys feel relevant and considerate of your guests’ unique experiences at your hotel.
Timing and Channel Selection
Timing is crucial in survey distribution. You want to catch guests when their stay is still fresh in their minds but not when they are too busy transitioning back to their daily lives. Typically, sending a survey within 24 to 48 hours after checkout yields the best response rates. However, understanding your guests’ specific travel patterns might reveal a different optimal time frame for your hotel.
As for channels, today’s guests are often on-the-go, and therefore mobile-friendly methods of distribution, such as emails that display well on smartphones, should be a priority. For tech-savvy guests, social media or app-based feedback routes can be effective.
Meanwhile, more traditional guests may respond best to email surveys. Consider QR codes placed in noticeable areas within the hotel to prompt feedback instantaneously, leveraging the growing comfort with this technology among guests of all ages.
Based on our consumer research, email is the most preferred channel for completing a survey. However, around one out of four guests would be more inclined to respond to the survey if they received it via a text message. Read more here.
Tailor the Approach
To maximize the chances of getting a response to your survey, you should consider tailoring the survey length and language to fit the cultural and linguistic needs of your guests.
Short, straightforward surveys with a friendly tone are well received. Make it clear that you value the guests’ feedback and that their input directly contributes to enhancing their future stays.
