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Receiving criticism—constructive or not so constructive—is a vital part of running a business. It helps you understand your hotel’s strengths and weaknesses. And managing guest feedback effectively could mean the difference between a mediocre reputation and a great reputation.
So, what do you do with guest feedback and how do you make the most of it? Let’s break it down into three steps: respond, analyze and take action.
Simply put, guest feedback is the responses you receive from guests detailing their experience with your hotel business. This feedback can come in the form of online reviews, email survey responses or anonymous suggestion boxes in your hotel, for example. Feedback can also be positive, negative or neutral.
Disgruntled guests may leave feedback you feel is unwarranted. But it's important not to take it too personally — even when it may feel like a dig at your (or your colleagues’) hard work.
In fact, how you respond to negative feedback has the power to transform your business’ reputation. For example, a calm, collected response demonstrating your commitment to resolving the issue shows would-be guests that while things can and do go wrong, you care and can be relied upon to fix situations.
Guest feedback is also an invaluable insight into the performance of your business. Most hoteliers would agree that the day-to-day running of a hotel can be hectic. And that means you may miss things that guests immediately pick up on.
Having your customers communicate their thoughts, positive and negative, helps you put things right. Taking feedback seriously is equally important, as it shows guests that you’re dedicated to improving. Not resolving feedback can mean losing valuable customers to competitors.
But here’s the clincher: according to Expedia, there is a 72% chance that customers will value guest ratings over a hotel’s brand when choosing where to stay. That means more reviews = more business.
Hotel guest feedback comes in various forms and through multiple channels. Here are the main types of customer feedback:
Customer satisfaction surveys are sent to guests after they have checked out to gather customer feedback on their experience.
Guests often leave reviews on popular travel and hotel review sites like TripAdvisor, Yelp or Google Reviews.
Physical or electronic forms available at your hotel for guests to fill out during their stay or at check-out.
Guests may share their experiences on social media platforms, tagging your hotel in their posts.
Guests may directly email with their feedback or comments.
Physical cards placed in guest rooms for guests to provide feedback on their customer journey.
Direct communication with staff during the stay, such as at the front desk or through interactions with hotel personnel.
Follow-up phone calls from your staff to gather customer feedback on the guest's experience.
Your hotel’s mobile app that guests can use to provide feedback and suggestions.
In-room tablets where guests can submit feedback on their experience or what could have improved their customer experience.
Online forums or community spaces where guests can share their experiences and suggestions.
So, you’re collecting guest feedback, but how do you put it to use? The good news is there are lots of ways to use your guests’ opinions and critiques. Let’s look at a few:
Analyze feedback to identify specific areas where you can improve your product or services, amenities or overall guest experience.
Use feedback to identify training needs for staff members. This could include customer support, customer service training, communication skills or specific technical skills.
Operational changesImplement operational changes based on guest feedback to address issues and enhance overall efficiency.
Identify patterns in guest feedback to improve customer service processes and ensure a positive interaction with guests.
Use guest preferences and feedback to personalize your services, creating a more tailored and enjoyable experience for individual guests.
Highlight positive feedback in marketing materials to build trust and attract potential guests. Positive reviews can serve as powerful testimonials.
Respond promptly and professionally to online reviews, both positive and negative, to show that your hotel values guest feedback and is committed to addressing concerns.
Make necessary updates to your website and booking platforms based on feedback to improve the reservation process.
Allocate resources to improve or add facilities and amenities that guests have consistently mentioned in their feedback.
Recognize and reward staff members who consistently receive positive feedback, fostering a culture of excellence in customer service.
Introduce or improve sustainability initiatives based on guest feedback, reflecting a commitment to environmental responsibility.
Getting your customer feedback management down is crucial if you want to make the most of it. Here are seven ways you can manage your guest feedback:
Collecting customer feedback through various channels ensures a comprehensive understanding of guest experiences. This includes surveys, online reviews, social media and direct communication.
Implement tools and systems for real-time monitoring of guest feedback. This enables you to address issues promptly and provide immediate solutions.
Inform guests about the actions taken based on their feedback. This not only shows responsiveness but also keeps guests engaged.
Some guests may be more comfortable sharing their opinions without revealing their identity. Suggestion boxes, for example, enable guests to share feedback anonymously.
Train staff on how to handle guest feedback. Ensure that they respond professionally, empathetically and with a commitment to addressing concerns.
Develop a guest satisfaction index to quantitatively measure overall satisfaction. Use this index to track performance over time and set improvement goals.
Use technology such as smart checkout to guide guests to leave a review on TripAdvisor or Google through a brief, customizable survey.
Responding to guest feedback is a critical aspect of managing your hotel’s reputation. Here are some dos and don’ts when it comes to responding to guest feedback:
Do:
Don’t:
The benefits of responding to guest feedback are numerous, from improved guest satisfaction and loyalty to enhanced reputation and competitive advantage. Best of all, guest feedback gives you a way to continually improve, fix problems as they occur and work on weaknesses.
When you balance direct and indirect channels thoughtfully, and employ technology skillfully, you set the stage for sustainable growth and greater profitability.
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