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How to stay on top of your guest feedback


When it comes to running a successful hotel, keeping a finger on the pulse of guest feedback is an absolute must. We know the sheer volume of feedback pouring in can feel overwhelming, but trust us, the benefits are well worth the effort. In today’s customer-centric world, guests are no longer satisfied with just a place to lay their heads; they crave a personalized experience that leaves a lasting impression. To deliver that level of service, you need to truly understand your guests – and the best way to do that is by asking them directly. Guest feedback holds the key to unlocking invaluable insights that can drive operational improvements and enhance guest satisfaction. So, let’s dive in and explore how hoteliers can stay on top of guest feedback and reap the rewards of a happy, loyal customer base.

Post-Stay Surveys

The goal of the pre-stay survey is to understand guest expectations, while the post-survey aims to ensure those expectations were met. It’s an opportunity to show your guests that you genuinely care about their opinions and are committed to listening and improving. Personalization is key here too. Consider each guest’s individual history with your hotel. Do they have children? Include a charming image of kids in their questionnaire and inquire about the amenities that brought smiles to their little ones. Did they dine at a specific restaurant during their stay? Don’t forget to ask about their experience with the menu, service, and so on. These tailored questions facilitate valuable conversations with your staff, allowing you to identify areas for improvement and take proactive steps to address them.

When it comes to loyal, frequent guests, it’s essential to avoid bombarding them with post-stay surveys after every check-out. Instead, send surveys at intervals to prevent fatigue. Remember, each question should serve a purpose: improving operations, enhancing services, and ensuring a personalized guest journey that keeps them coming back for more.

Leverage Technology

To effectively leverage the valuable survey data collected, hoteliers can turn to technology for organization and action. While sending surveys with intention improves data quality, the challenge lies in analyzing these data points across multiple systems. Hoteliers require a central source of truth, a unified platform that allows them to effortlessly utilize the guest data they have gathered and take automated actions based on that data. This is where a robust customer relationship management (CRM) solution becomes essential. A powerful CRM empowers hoteliers to truly understand customer sentiment, create impactful email campaigns, and maximize personalization, all without the need for excessive staffing. By investing in a CRM, hoteliers gain the ability to find the answers they seek, deliver the right message to guests at the right time, and improve operational efficiency. With technology as their ally, hoteliers can harness the full potential of their survey data and unlock new levels of guest satisfaction and operational success.

Bringing it all together

Embracing the power of intentional data collection is the key to staying on top of guest feedback and driving continuous improvement across your property. By crafting pre-stay surveys that delve into guest expectations, you can ensure a personalized and tailored experience that goes above and beyond their desires. Similarly, post-stay surveys provide a valuable opportunity to gauge guest satisfaction and gather actionable insights, allowing you to fine-tune your operations and elevate your service. Moreover, leveraging technology, such as a customer relationship management (CRM) system, streamlines data organization and empowers hoteliers to automate actions based on guest feedback.

By implementing these strategies, you’ll unlock the full potential of your guest feedback. So, embrace the power of intentional data collection, leverage technology to your advantage, and take your guest feedback management to new heights. Your guests will thank you, and your hotel will thrive.

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About Cendyn

Cendyn is a catalyst for digital transformation in the hospitality industry. We help hotels around the globe drive profitability and guest loyalty through an integrated technology platform that aligns revenue, eCommerce, distribution, marketing, and sales teams with centralized data, applications, and analytics, so they can capture more demand and accelerate growth. With operations across the globe, in the United States, Germany, United Kingdom, Singapore, Bangkok, and India, Cendyn serves tens of thousands of customers across 143 countries. To find out more, visit www.cendyn.com.

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