In the age of online reviews, Guest Satisfaction Surveys (GSS) represent a critical way to solicit direct feedback from guests and evaluate guest sentiment. By using survey feedback to guide improvements, hotels can prevent negative reviews, increase guest loyalty and attract new guests.
While many hotels send out guest surveys today, few employ them to their best potential. At a time when consumers are bombarded with survey requests, a well-designed survey will generate higher completion rates and more valuable insights than the generic, one-size-fits-all surveys that most hotels send out.
Create a Connection
By creating a connection between your property and the property management system (PMS), you can get feedback from guests at all phases of the guest journey.
At the pre-stay, hoteliers can harness guest surveys for market research. However, they can also be used as an upselling opportunity and for optimizing the website experience.
During the in-stay, these surveys can be sent upon guest check-in or a day into their stay at your property. During this phase, it is crucial to pay attention to the detail and to responses of the surveys as you can pick up on things that would maybe require service recovery, and, in the best of cases you can understand what your clients are finding excellent.
The post-stay survey is as important as ever given the amount of data and in-depth responses that you obtain, giving you a detailed insight into the whole guest experience on property.