Managing guest satisfaction in the age of social

1. MANAGING GUEST
SATISFACTION IN THE AGE OF
SOCIAL MEDIA
Mathilde Briot – MBA2B

2. REVIEWPRO
The Global Index and the Sentiment Analysis tools can gather reviews
and social media mentions in over 45 languages, on 100+ OTAs,
review websites and social media platforms.
This gives the hoteliers an idea of how their hotel or brand is being
discussed on perceived throughout the online world.

3. WHY USE GUEST FEEDBACK?
It will enable you to learn about:
Customers’ needs
Your Hotel strengths
Areas to improve
Get happy customers
Be ahead of the competition
Engage with the guests & enhance direct booking
Create relationships and loyalty

4. HOW TO COLLECT?
There are different ways to collect guest feedbacks such as
mystery shoppers, online reviews, social media
conversations, in person and emails.
The method most used by hotels at the time seems to be in person
(64%) and email survey (65%).
Nevertheless, 85% of hoteliers asked are managing and monitoring
online reviews.

5. ONLINE REVIEWS
They can be used as a positive marketing tool as they are public so
any good review will give a positive image of your hotel.
Nevertheless, it is bias as there is no proof the customer stayed at the
hotel.
The aim is to use Online Reviews to attract new customers and build
loyalty as well as Guest surveys to have a detailed idea of what
customers wants out of our hotel  360 degree view on guest
satisfaction when using both

6. According to the chart above, we can get a Net Promoter Score out
of surveys, which gives hoteliers an idea of there online customer
satisfaction score

7. HOW TO MAKE A SURVEY
When doing a survey, hoteliers need to know:
 The objectives of the survey? (renovation, new customer segment,
feedback on one department of the hotel…)
 Are you focused on the quantity or the quality of answers/feedbacks?
 Who has the control to act on the survey design and the implications of
the answers?
 Make your survey interesting by not only asking ranking
 Focus on the key areas of the guest
 MAKE IT INTERESTING! INTERESTING !

8. UNDERSTAND THE GUEST
EXPERIENCE - REVIEWPRO
Focus on one area and then ask
follow-up questions
Make sure the customers
used the facilities you are
asking about

9. UNDERSTAND THE GUEST EXPERIENCE -
REVIEWPRO
Make sure your survey is adaptable to
mobiles, tablets and so on (responsive
design)
Ask questions according to the
guest profile and your property
thanks to filters

10. ENHANCE COMMENTS - REVIEWPRO
Allow the customer to share his stay on
social media.
This is mainly why a partnership between
ReviewPro and TripAdvisor has been
created in January 2015.It links your
survey to the TripAdvisor review as well as
creating more answer volume.

11. ANALYZE & ACT ON FEEDBACK
 Make sure you know how to balance positive and negative reviews
 Share feedback constructively with your team
 Resolve the issues addressed
 Make sure you response to feedbacks that need apology,
explanation or just a simple « thank you »
 Direct responses will build loyalty, relationship and direct booking

12. WHY CHOOSE REVIEWPRO?
 It will allow you to get access to a good volume of survey answers
 Reviews can be sent to the concerned department in only one click
 TripAdvisor reviews will rise thanks to the direct survey link
 Procedures are made easier thanks to the large numbers of filled-in
surveys
 Can make a one page list of key crietrias of all departments to
improve or that are excelling and ths send it to all persons concerned

13. SUMMARY
 Guest surveys as well as online reviews need to be used
 Hoteliers need to collect and analyse feedbacks thanks to a central
system
 Make sure your survey is not boring and quick enough for guests to
fill it in easily
 Focus on what you really want to know about your hotel
(department, loyalty, corporate or leisure…)
 Increase your online reviews thanks to guest surveys
 Answer to your customers when needed