In the oldest industry in the world, the best hotels realise that true hospitality transforms a simple transaction (i.e guest pays for hotel bed, sleeps) into an unforgettable experience. Research has proven the link between guest review ratings and revenue, which is why maintaining a healthy level of guest satisfaction is vital to attracting future guests.
We’ve put together three of our most popular white papers which analyse every element of service – from training staff to requesting reviews from happy guests and monitoring feedback – to actively improve hotel service.
1. Prioritize social service
“Social media raises the stakes for customer service.”
Social media savvy consumers who are happy with a company’s customer service say they’d spend 21% more with them, according to the Global Customer Service Barometer conducted by American Express in 2014.
Customer service has always been a prerequisite to success in the hotel industry, but in the social media era where everyone acts as a publisher, being remarkable provides additional marketing value. Amazing service pays dividends by creating loyal guests who spread word of mouth buzz, so the savviest hotels are now bringing conversations online by creating interactive experiences that inspire guests to connect – and comment – with brands through social media.
Tip: Apex Hotels in Edinburgh provides a branded rubber duck in each guest’s hotel room. People collect them and take photos of them all over the world. Then Apex holds a yearly competition where the best photo wins a hotel break!
2. Encourage online conversation
Who trusts a hotel with only two reviews? It’s easier for potential guests to understand what hotels offer when they have received a higher volume of testimonials. This creates a stronger sense of reliability and credibility around your hotel, increasing the chances that a guest will book with you.
As an overwhelming 92% of travelers turn to word-of-mouth advertising and user-generated content to make booking decisions, it’s never been so important to manage guest reviews pro-actively.
Encourage guests to invest time in recording their experiences through reviews to gain deeper insight into what works and what doesn’t. Analyzing their comments will identify which measures to take to improve your hotel from ground level – and comparing/contrasting fifty reviews will give a more inclusive picture of overall guest satisfaction than a small handful. Getting guests to talk about you online is the most important seal of approval you can get, so make it easy for them to choose you.
Tip: Many hotels email guests after check out to thank them for their stay. Consider placing a link to review sites within this message. Or, for business travelers, email them the invoice and include a link to review the hotel.
3. Analyze guest sentiment
Use an online reputation management for hotels tool to glean a deeper insight into what guests are saying by analyzing keywords (or sentiment) most commonly used to describe positive and negative aspects of their hotel stay – from the service to value, food & drink, entertainment and reception. Monitor online commentary to understand what clients crave and how to inspire customers to share their experiences online with others.
Tip: Create offers that resonate with your existing client-base to encourage loyalty and stimulate conversation.