Managing Guest Satisfaction Surveys in the Age of Social Media Webinar
Jul 18, 2015
Managing Guest Satisfaction Surveys
in the Age of Social Media
Webinar
What is ?
• Company providing customer intelligence for hotels
• Their goal is to improve guest experience and drive revenue growth
by enabling hotels to listen and respond to what customers are
saying about them online.
• Review Pro key success factor is to deliver measurable results and
help their clients profit from the social web through intelligent tools
and metrics.
Topics Covered
① Why guest feedback is important
① Surveys vs. online reviews: key differences
② Analyzing guest feedback
③ Best practices in designing guest surveys
④ Acting on feedback
⑤ Tips of a hotel using ReviewPro
⑥ Key takeaways
Why guest feedback is important
Guest feedback helps to identify:
• Guests’ needs
• Hotel’s strength which can be leveraged in the hotel’s
sales and marketing communication to attract new guests
• Areas of improvement to make the guests’ happy and
stay ahead of the competition
Asking for and answering guest feedback lead to
guest engagement, create dialogue and build
relationship that lead to direct booking.
The Virtuous Circle of Guest FeedbackTo be as effective as possible implement systems to collect and
analyze feedback and take action.
• Collecting Guest Feedback: most common ways are
through online reviews and guest surveys.
Amongst webinar participants the methods that are most
used to measure guest satisfaction are:
64% always ask in person at check-out,
51% are still using printed guest comment cards,
65% use post stay online surveys
85% monitoring online reviews
4% do not formally measure guest satisfaction
The Virtuous Circle of Guest Feedback
• 2 of the most effective means of collecting guest feedback:
Both type of feedback are important: when you track online reviews and guest survey you get a 360° view of total guest
satisfaction.
Surveys vs. online reviews: key differences
Online Reviews Guest Surveys
• Unsolicited,
• Free-flow,
• Unverified (some sites do not
ensure audience has stayed in
the hotel),
• Written for travelers (which
influences traveler’s purchasing
decision).
• Solicited,
• Structured,
• Private (the hotel may fix the
problem prior to posting the
review),
• Written for the hotel (what
they liked and disliked).
Analyzing guest feedback
• Managing Online Reviews – Case studies, reports, guides
and webinars on ReviewPro
• Managing Guest Surveys – Using “The Ultimate Question
2.0” on how to drive customer satisfaction
• Assessing 3 main indicators:
• Satisfaction across review sites,
• Guest satisfaction stay wise,
• And the Net Promoter Score.
• Be clear of your goals: why are you doing this survey?
• Identifying issues, building volume on review channels, planning on changes
in the hotel, special segmentation?
Design your survey accordingly with:
Questions giving actionable insights
Limited and straight to the point questions to avoid boredom
Best practices in designing guest surveys
Surveys should look good across all devices
① Focus on key areas of the guest experience and according to the answer
ask follow-up questions:
② Ask the guest whether they used facilities before asking questions & use
filters to show or hide questions according to hotel facilities/guest profile:
Best practices in designing guest surveys (1)
③ After completing survey, direct guests to review
channels via links.
④ Partnering with TripAdvisor to embed review form in
your survey. It allows the hotel to gather valuable
direct feedback & build review volume on TripAdvisor.
Best practices in designing guest surveys (2)
« If a property can increase its review score by 1 point (on a 5 point scale) on OTA
channels, it could increase its prices by about 11.2% and still maintain the same
occupancy rates » – Cornel University
Acting on feedback
• Use surveys to understand guest segments: MICE Surveys (guests and
organizerts), Surveys for different segments (Loyalty members, SPA
users, etc.)
Allows to drill down & understand what’s going wrong in specific area of service.
• Identify patterns and find ways to positively interact with staff
members to encourage or correct behaviors.
• Responding to Guest Survey – Important to build trust, relationship &
direct bookings. Answer should contain the following:
1 Thank the guest
2 Acknowledge positive aspects (if the guest mentioned positive aspects to his/her stay)
3 Apologize and say how you are following up
4 Invite back for future arrangements and show the importance of the guest’s feedback
(have the GM write the email).
Tips of a Hotel GM using ReviewPro
1. Avoid paper feedback cards
The information is less effective and discourages online survey.
2. Identify what is most important to your business & focus on
these questions.
Short surveys get higher completion rates.
3. Allow customers to tell you about their stay as opposed to
rating lots of questions.
4. Train managers to respond so that all feedback and
correspondence is collated in one site for both ORM and GSS.
Key Takeaways
① Guest surveys are more important than ever
② Set up a system to collect, analyze and act on feedback
③ Design short, relevant surveys to maximize completion
④ Drill down on areas important to your hotel
⑤ Ask open-ended questions, follow-up questions, and
allow freeform responses
⑥ Use guest surveys to increase online review volume
⑦ Involve all staff to create a virtuous circle of guest
feedback and improvements
For More Information…
Visit ReviewPro webiste
And watch ReviewPro Free Webinar