Guest Satisfaction Surveys are more important than ever nowadays. By soliciting direct feedback from guests via electronic surveys, your hotel will gain valuable insights into how to keep guests happy and loyal, and you can increase online review volume at the same time. We have put together some best practices for designing your Guest Satisfaction Survey.
1. Set Objectives
At the outset, identify the key objectives of your survey. Are you looking for deep insight, and therefore willing to accept a lower response rate, or is a high response rate the most important objective? Do you want to identify issues, build review volume on review channels and receive advice on prioritizing service and amenity upgrades or receive feedback from specific segments of guests? Answering these will help you compose questions that elicit the type of information you need most.
2. Focus on Key Areas
Rather than overwhelm guests with dozens of questions about every aspect of their stay, drill down into key areas (or departments) for actionable insight. Use advanced question logic to display or hide questions based upon guest responses, making the survey more relevant to each guest and giving you more detailed feedback to help prioritize operational, service or product related improvements. Create follow-up questions based on the guest’s specific answer. For example, rather than ask five questions about check-in, ask one about the overall check-in experience. If guests give a low rating, then ask more questions to gain deeper insight.
3. Think Mobile
Don’t assume all of your guests are completing surveys on a desktop computer. According to our research, an average of 60% of emails and 40% of surveys are answered on a mobile device, so ensuring your survey has a responsive design, is more important than ever.
4. Build Review Volume
Guest surveys can be a significant generator of online reviews. For example, our Review Collection programmes with TripAdvisor and Google help hotels boost review volume, which is highly beneficial as both review volume and recency often influence your hotel’s ranking.
5. Use Surveys to Understand Segments
Your surveys can be designed to target specific segments of guest with tailored questions. This may include conference attendees, group organizers, loyalty club members and users of facilities such as your spa or golf course.
6. Respond to Issues on-site
With in-stay surveys, checking-in with guests during their stay provides opportunities to fix problems and enhance their experience before they leave. By addressing issues during the stay, hoteliers may be able to improve the guest’s experience, which can often prevent a negative online review from being posted.
Customer satisfaction is the driving force behind the success of every business. These top tips highlight what hoteliers should be doing to ensure they are optimizing surveys to get the highest response rate possible and the most valuable insight in order to make operational and service improvements to enhance the guest experience.