DIGITAL MARKETING

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