Guest satisfaction surveys are important for hotels to understand guest needs, future development, and engage loyalty. Hotels should collect feedback, analyze it, and act on insights to build loyalty and increase bookings. While online reviews provide unsolicited feedback, surveys allow for structured, verified private feedback directly addressing hotels. Surveys should ask how likely guests are to recommend and use a rating scale or Net Promoter Score. Key metrics include review indexes, satisfaction scores, and NPS. Questions should explore experiences both qualitatively and quantitatively, be clear, understand the guest journey, and allow follow up. Mobile increases response rates and involvement. Feedback should recognize positives, coach negatives, and enable tactical and strategic adjustments.

1. MANAGING GUEST
SATISFACTION SURVEYS IN THE
AGE OF SOCIAL MEDIA

2. Guest satisfaction survey
• 42% : still important
• 58% : More important than before.
Why ?
 To understand Guest need
 To understand Hotel future development
 Engage guest and encourage there loyalty to imporve the revenue.

3. Circle
Collect,
analyze ,
feedback
Act with
feedback
Build
loyalty
and
advocacy
Increase
booking

4. How ?
• Online revieww (85%)
• Guest surveys
To answer to them :
 OTAS
 Tripadvisor
 Face to face

5. Online vs surveys
Online
• Unsolicited feedback
• Unstructured
• Unverified
• Public
• Written for travalers
• Indirect response
Survey
• Solicited feedback
• Structured
• Verified
• Private
• Written for hotels
• Direct response

6. Survey
Make the ultimate question :
• How likely is it you recommend the company to a friend or a colleague ?
• Grading with scale number
• Plus : Net promoter Score (NPS)

7. KPIs
• The global Review index for guest satisfaction across review sites
• The average Overall Score of Please rate your overall satisfaction
of your stay (or equivalent)
• NPS Score

8. Question design
Two ways of designing the question :
• Exploratory qualitative research about customer’s experience
• Quantitative survey
• Be clear
• Understand guest experience
• Follow up
• Use filters/ hide questions
Plus : Uniqueness, humor, well design …

9. Mobile
• Increase answer rates
• Greater involvement
• Instant comments (…)

10. Feedback
• Recognize positive feedback
• Coaching correctively on the negative feedback
• Immediate tactical adjustements such as quick wins
• Revenue interlocks, including actions that impact revenue
• Game changing ideas and suggestions for the long term

11. Respond
• Prioritize the answer
• Direct responses = trust + relationship
• Thank and apologize
• Follow up and invite back