Managing Guest Satisfaction Surveys in the Age of Social Media

1. Managing Guest
Satisfaction Surveys in
the Age of Social Media
Lorine Benintendi
MBA 2A Mrs Craig

2. Introduction
 42% say that guest satisfaction surveys are still
important
 58% think that guest satisfaction surveys are even
more important than ever
This is therefore extremely vital for hotelier or any kind of
service business to manage guest satisfaction surveys

3. Why is it important?
 To understand consumers’ needs, hotels’ strenghts and areas you need to
improve
 To engage guests, create dialogue and relationships that lead to direct
bookings
 To enhance loyalty, therefore revenue
 To be effective as possible you need to
implement systems to collect and analyze
feedback
 Take action on feedback
 Positive impact on loyalty, advocacy
 Increasing direct bookings
Virtuous circle of guest feedback

4. Collecting guest feedback
 Online reviews (85%): Comments
from travelers to share tips
 Guest Surveys: Travelers write
to the hotels
The 2 most common ways to collect
feedback are:
Response:
 Via an internediary like TripAdvisor
 Direct answer face to face

6. Guest Surveys
 Ultimate question: How likely is it you recommend the company to a
friend or a colleague?
 Grading is done via a scale of numbers
 Net Promoter Score (NPS): Key performance indicator of consumer
satisfaction

7. Best practices in designing guest surveys (1)
3 main indicators are showing the performance of the hotel:
 Global Review Index
 Overall Score
 Net Promoter Score
The effectiveness of a survey relies on the questions asked and who
answers. There are two ways designing it:
 Exploratory qualitative research about customers’ experience
 Quantitave survey
It has to be designed in a new and more
interesting way
Make it uniquely
yours and do not
forget HUMOR!

8. Best practices in designing guest surveys (2)
 Be clear on your goals
 Do not audit guests but understand their experience
 Focus on guest experience + Follow up
 Ask if the guest used a specific facility before asking a
question dealing with this particular place
 Use filters to show or hide questions accoding to facilities or
guest profile

9. GOOOO Mobile, mobile, mobile…
 Increasing answer rates
 Greater involvement of customers
 Instant commentaries
 Improvement of client satisfaction
 To be relevant with your guests
Analyzing and acting on feedback
 Recognizing the positive feedback
 Coaching correctively on the negative feedback
 Immediate tactical adjustments such as quick wins, red-alerts
 Revenue interlocks, including actions that impact revenue
 Game-changing ideas and suggestions for the long term

10. Responding to guest surveys
 Prioritize your answers
 Direct responses: help to build trust and relationships with your
guests
 Thank, apologize, say you are going to follow-up and invite BACK
The way hoteliers
reponding is extremely
important as the reputation
of the business is in the
hand of the customer that
complained