Guest Satisfaction Surveys (GSS) are an efficient and targeted approach to getting the guest feedback a hotel needs to gain further details into a specific issue or department.
The best surveys are those that are designed with a specific aim in mind, and are optimized for design, wording and question logic (expanding questions based on a previous answer). Here are four examples of hoteliers using GSS (whether in-stay or post-stay) for specific aims, with great results.
Using guest satisfaction surveys to get feedback on the Casino
Mazagan Beach Resort, Morocco, is famous for its luxurious surroundings, its golf course, and also its casino. Casino clients have specific needs which may be different to the rest of the hotel clients, so the hotel decided to create a survey specifically for them. In January 2019 the results that came back for satisfaction were low, at just 4.4/10. In order to find out what the issue was all respondents that gave below 6/10 were contacted personally. The hotel was able to make changes based on the feedback it got from these clients and within two months the average score had risen to an average of 7.7/10.
Harnessing surveys to create positive touchpoints with guests
Amba Charing Cross Hotel uses its in-stay surveys to actively drive service excellence. Guests communicate their in-stay needs, which are flagged, dealt with and then an extra is also added depending on the need. This can be anything from a complimentary glass of champagne, breakfast, dinner, or drinks, a personal visit from the general or hotel manager, a room change or an upgrade.
The guest profile notes are also updated for the next stay, so future staff can anticipate specific needs or know about any issues the guest had in the past. GLH’s Amba Charing Cross Hotel was awarded the 2018 TripAdvisor Travellers Choice Award coming in at #23 for the whole of the UK.
One question to rule them all, and a variety of answers
ESS Group Sweden has come across one key yes or no question that they ask in their post-stay survey that covers it all: “If you had time and opportunity, would you stay an extra night?”. If guest replies “no”, there is a follow-up question that appears, asking “What would be required for you to stay an extra night? Based on the feedback they identified three ‘no’ reasons and came up with solutions.
• “Too expensive” –> They created a special deal package with a discount for more than 1-night stays.
• “Need more food options” –> Added more dishes to the menu of the restaurant
• “We would like to have access to more activities and things to do/see.” –> They included a special discount for the spa for guests that stay more than 1 night.
Using surveys internally with staff
Gran Hotel Ciudad de Mexico uses its guest surveys…on staff! The brand’s point of view is “How can we deliver exceptional service if staff are not happy?”. The hotel survey called ‘Employees Dining Room’ is an internal survey where the staff are asked what they think about the food and how it could be improved. The survey revealed that people wanted to have more salad and healthy options, which was then provided.
Surveys need to be flexible and customizable because every hotel has a different approach. Our Customer Success and Account Management team work closely with a hotel to ensure the survey is having maximum impact, and also that it is extracting the specific information needed by the brand. Contact us if you would like help optimizing or designing your guest surveys.